As part of its massive rebranding efforts, JC Penney will
dominate the universe open enormous "Home Worlds," which the retailer bills as "neighborhoods" within the larger store. Anchored by Martha Stewart's licensed shop-in-shops—you'll recall how JCP invested $38.5M in Martha Stewart Living Omnimedia in December, thereby unleashing the wrath of Macy's—these home emporiums will also feature a bevy of collections from JC Penney's new design partners: Sir Terence Conran (founder of the legendary decor and furnishings mainstay The Conran Shop), Bodum (the Danish design firm known for its coffee presses and tea pots), Royal Velvet (bedding and bath), Michael Graves (whose long stint designing products for Target ends this year), and Jonathan Adler, whose budget collection will take the name of his firm's motto: Happy Chic. According to Home Accents Today, Home Worlds, set to debut next year, will be divided into stores (2,000 square feet), shops (500 square feet), and boutiques (300 square feet), much like the way the high-end UK department store Selfridges is organized. So, uh, take that, Target?
· JC Penney's 'Home World' to include Michael Graves, Jonathan Adler, Terence Conran, Bodum, Martha Stewart [Home Accents Today]