JCPenney has licensed the Modern Bride name from publishing giant Condé Nast to create a bridal concept, with plans to roll out bridal products targeting a 25-34-year-old customer.
It is a bit of an unexpected partnership, in that Condé Nast shuttered Modern Bride magazine last year.
Despite the fact Condé Nast believed they couldn't make money as a magazine, apparently JCPenney felt there was enough brand equity around the name to attached it to its new bridal concept.
"Condé Nast's deep understanding of the bridal market and valuable direct connection to potential customers make them the ideal partner, allowing JCPenney to cater to brides who will appreciate the Modern Bride name and continue to shop with JCPenney beyond their wedding day," said CEO Myron Ullman.
Starting in February 2011, JCPenney will carry Modern Bride fine jewelry, including engagement rings and wedding bands, sold in distinctive Modern Bride packaging.