Penney Sells DM Services to Aegon

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JCPenney yesterday said that it will sell its direct marketing services, along with its life insurance subsidiaries, to Dutch insurer Aegon NV for $1.3 billion in cash.


Under the agreement, the companies also will establish a 15-year strategic marketing alliance to offer an expanded range of financial and membership service products to JCPenney's customers.


The retailer will receive the cash proceeds at closing and annual cash payments over the next 15 years for a total of $300 million under the marketing services agreement. The additional payments will bring the value of the transactions to $1.6 billion.


JCPenney Direct Marketing Services Inc. markets life, health, accident, disability and credit insurance as well as membership services products to various credit card files by direct response in the United States and Canada.


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