Tags: lionel richie | jc penney | home | collection

Lionel Richie, JC Penney Team Up for New Home Collection

Lionel Richie, JC Penney Team Up for New Home Collection
Singer/Judge Lionel Richie arrives at ABC's "American Idol" show on April 23, 2018, in Los Angeles, California. (Allen Berezovsky/Getty Images)

By    |   Monday, 30 April 2018 07:07 PM

Lionel Richie is teaming up with J.C. Penney to launch the retailing giant’s latest private label line of merchandise.

The legendary singer, songwriter, actor, and record producer will be joining other celebrities, including Michael Strahan and Shaquille O'Neal, who have clothing lines in their name, and Rihanna who has a private label of beauty products.

Richie, known for such hits as “All Night Long,” will be teaming up with J.C. Penney to market an exclusive collection of home products, CNBC reported.

"What Lionel Richie brings is ... his terrific brand equity," Katheryn Burchett, senior vice president of merchandising at Penney, told CNBC. "We are differentiating ourselves and ... that comes in the form of our private brands as well as our partners exclusive to J.C. Penney."

For Richie, the collaboration is something of a reflection of his own finicky self when it comes to home decor.

“This is what I do at home,” he told Forbes. “I’m the guy who, you can’t pick things out for me; I’m going to pick them out for myself, the fabric for the chairs for the table, the guy who will pick out the linens.” 

That finicky style includes the furnishings of others — including those in some of the finest hotels around the world he’s stayed at during his career.

“I walk into a fabulous hotel,” Richie told Forbes, and thinks, “This would be great if you eliminated that pattern,” he said. “I’m designing the room; the curtains and sheets, if the border should have been like this."

The 68-year-old entertainer recently got back into the limelight by serving as an “American Idol” judge alongside Katy Perry and Luke Bryan, a move that renewed his name recognition among J.C. Penney customers.

That prompted Penney’s management to tap him for their new private label line, a move the retailer hopes is the shot in the arm it needs.

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Lionel Richie is teaming up with J.C. Penney to launch the retailing giant's latest private label line of merchandise.
lionel richie, jc penney, home, collection
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2018-07-30
Monday, 30 April 2018 07:07 PM
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