Iconix Brand Group, Inc. Announces Exclusive Retail Partnership With JCPenney for its Home Brand, Royal Velvet

NEW YORK, Oct. 25, 2011 /PRNewswire/ -- Iconix Brand Group, Inc. (NASDAQ: ICON) ("Iconix") announced today it has entered into a multi-year license agreement with J. C. Penney Company, Inc., ("JCPenney") one of America's leading retailers for its home brand, Royal Velvet®. Royal Velvet is a premium home brand offering classic and sophisticated designs with an updated touch to consumers at every stage of their lives from first apartment and beyond.

The initial launch of Royal Velvet at JCPenney will consist of sheets, fashion bedding, blankets, pillows, towels, rugs, bath coordinates and windows to debut spring 2012 in all JCPenney stores and online at jcp.com. The launch will be supported with a multi-media marketing campaign including print, digital, outdoor and in-store collaterals.

"JCPenney is recognized by consumers as the go-to destination for home goods and this is an immense opportunity for Royal Velvet," commented Neil Cole, CEO, Iconix. "We are thrilled to be working with JCPenney on our Royal Velvet brand as we share the same vision and recognize the growth potential for this iconic brand," Cole added.

"As a well-known quality brand, Royal Velvet will be a great addition to JCPenney's exciting home brands and assortment," said John Tighe, SVP and general merchandise manager in home for JCPenney.

Iconix Brand Group, Inc. owns, licenses and markets a growing portfolio of consumer brands including CANDIE'S (R), BONGO (R), BADGLEY MISCHKA (R), JOE BOXER (R) RAMPAGE (R) MUDD (R), LONDON FOG (R), MOSSIMO (R) OCEAN PACIFIC (R), DANSKIN (R) ROCA WEAR (R), CANNON (R), ROYAL VELVET (R), FIELDCREST (R), CHARISMA (R), STARTER (R), ZOO YORK (R) and WAVERLY (R). In addition, Iconix owns an interest in the ARTFUL DODGER (R), ED HARDY (R), ECKO (R), MARC ECKO (R), MATERIAL GIRL(TM) and PEANUTS (R) brands. The Company licenses its brands to a network of leading retailers and manufacturers that touch every major segment of retail distribution from the luxury market to the mass market in both the U.S. and worldwide. Through its in-house business development, merchandising, advertising and public relations departments Iconix manages its brands to drive greater consumer awareness and equity.