New Private Home Brand Strengthens Company's Back-to-School Offerings Enables Young Adults to Create a Unique Personal Decorating Style at a Smart Price

PLANO, Texas, Jul 07, 2008 (BUSINESS WIRE) -- Just in time for Back-to-School, J. C. Penney Company, Inc.
(NYSE:JCP) today launched Dorm Life, a comprehensive modern lifestyle
brand for today's design-savvy young adults. Available in-store,
online at jcp.com and via catalog, Dorm Life spans multiple home
categories, offering style and quality at smart prices with a
collection of coordinated items that can be mixed and matched to
create a unique personal decorating style.

"Leaving home for the first time provides young adults their first
opportunity to create a home that expresses their own decorating
style," said Jeff Allison, executive vice president of home for
JCPenney "We believe Dorm Life - with its coordinated looks and
convenient functionality - will resonate strongly with this customer
segment, enabling them to easily create a space that fits their unique
style preference and giving them yet another reason to shop JCPenney
this Back-to-School season."

Designed, developed and sourced in-house, Dorm Life features a
collection of stylish and high quality items perfect for furnishing a
college dorm or off-campus apartment. The collection includes an
assortment of bedding and bath items, along with lighting, area rugs
and decorative accessories as well as furniture such as desks,
shelving, chairs and ottomans, all of which provide a fresh, updated
and contemporary look. Items such as reversible comforters, ottomans
featuring hidden storage, mirrored clocks, and desk lamps with
built-in mp3 docking stations, bring functionality to the collection.
Dorm Life will fall into JCPenney's "good" pricing category, with
items promoted from $3.99 for a bath towel, $24.99 for window panels
and $29.99 for a table lamp to $39.99 for a comforter, $59.99 for an
ottoman and $149.99 for over-the-bed storage.

Students visiting www.jcp.com can find a link to a Dorm Life
Facebook page, which features the line of dorm furnishings, along with
an online guide featuring tips, checklists, an online interactive
game, and more. Students can also register for items via JCPenney's
online dorm gift registry, a perfect solution for friends and family
giving graduation gifts. And with JCPenney's convenient "Shop Here,
Pick Up There" service, all items bought online at jcp.com can be
shipped directly to a local JCPenney store in the student's college
town for easy pick-up.

Dorm Life will be featured in-store with special "hot zones"
throughout the Home department and be supported by direct mail,
preprint, specialty catalog and Internet marketing.

About JCPenney

JCPenney is one of America's leading retailers, operating 1,074
department stores throughout the United States and Puerto Rico, as
well as one of the largest apparel and home furnishing sites on the
Internet, jcp.com, and the nation's largest general merchandise
catalog business. Through these integrated channels, JCPenney offers a
wide array of national, private and exclusive brands which reflect the
Company's commitment to providing customers with style and quality at
a smart price. Traded as "JCP" on the New York Stock Exchange, the
Company posted revenue of $19.9 billion in 2007 and is executing its
strategic plan to be the growth leader in the retail industry. Key to
this strategy is JCPenney's "Every Day Matters" brand positioning,
intended to generate deeper, more emotionally driven relationships
with customers by fully engaging the Company's 155,000 Associates to
offer encouragement, provide ideas and inspire customers every time
they shop with JCPenney.

SOURCE: J. C. Penney Company, Inc.

JCPenney Corporate Communications
(business and trade media relations):
Rebecca Winter or Kate Parkhouse, 972-431-3400
jcpcorpcomm@jcpenney.com
or
JCPenney Brand Publicity (lifestyle media relations):
Merianne Roth, 972-431-2317
mroth4@jcpenney.com

Copyright Business Wire 2008