J.C. Penney, David's Bridal pair up

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J.C. Penney Corp. Inc. has teamed up with David's Bridal to promote its wedding registry to the specialty retailer's customers.

As part of the deal, all of David's Bridal's registered brides will be invited, via e-mail, direct mail or by one of David's Bridal's consultants, to create a gift registry at J.C. Penney. In addition, J.C. Penney's online wedding registry will have a link on the David's Bridal Web site, while the department store's registry brochure will be available in all 278 David's Bridal stores nationwide.

The partnership will also include a variety of joint marketing initiatives such as bridal shows, in-store events and contests, as well as special customer discounts and offers.

"With nearly one in three brides in the US walking down the aisle wearing a David's Bridal wedding gown, J.C. Penney's partnership with the nation's largest bridal retailer will allow us to broaden our reach and connect with more registry customers than ever before," said Mike Boylson, chief marketing officer of J.C. Penney, in a statement.

"David's Bridal's partnership with J.C. Penney represents an ongoing strategy to add value to our customer's shopping experience both in-store and on-line," stated Bob Huth, president/CEO of Conshohocken, PA-based David's Bridal, in a statement, adding that the deal will enable David's Bridal to offer customers one-stop shopping throughout the wedding event and beyond.

This is the latest in a series of steps by J.C. Penney, Plano, TX, to boost its wedding registry by making the registry and the marketing surrounding it more relevant to young, trendy customers.

Earlier this year, J.C. Penney held its first-ever solo bridal exposition in New York. The multichannel merchant also recently updated its gift registry Web site and catalog to feature a wider selection of merchandise available from J.C. Penney. "Lost" cast member Emilie de Ravin appears on the Web site and in the catalog.

Last month, CondΘ Nast Bridal Media launched a micro site to market bridal and gift offerings from J.C. Penney, where visitors can browse the J.C. Penney gift registry, create a wish list, set up a planning calendar and share photos. A two-month sweepstakes kicked off the site's launch and J.C. Penney has purchased 60 ad pages in CondΘ Nast's bridal books.

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