JCPenney Private Brand Products Earn Good Housekeeping Seal

JCPENNEY HomeSince 2014, more than 75 JCPenney private brand home products have earned the prestigious Good Housekeeping Seal. From curtains to bedding to cookware and small electrics, the Seal can be found in over a dozen home categories on products including Royal Velvet, Cooks, JCPenney Home and Liz Claiborne Home. The most recent JCPenney recipients of the Seal include the newly launched Royal Velvet Signature Soft bath rug collection and solid bath towels along with the Cooks power blender, toaster oven, griddle and more.

“JCPenney has a rich history of product development and design dating back to 1914. Combined with our global sourcing and quality assurance expertise, we are able to create lasting products, which is why many have earned the Good Housekeeping Seal,” said Ken Mangone, executive vice president for product development, design and sourcing at JCPenney.

In order to receive the Good Housekeeping Seal, a trusted emblem from the foremost consumer product testing organization in America, a product must be reviewed by the experts at the Good Housekeeping Institute. The Good Housekeeping Seal is a two-year limited warranty, promising a replacement or refund up to $2,000, if a product proves defective. “Consumers recognize and trust the Good Housekeeping Seal because of the financial assurance it provides,” Mangone added. “This instills confidence in the customer’s purchasing decision and ultimately, helps JCPenney drive loyalty through the quality products we offer.”

“For decades, the Good Housekeeping Seal has provided much-needed trustworthy guidance for consumers as well as industry professionals seeking quality products,” said Miriam Arond, director of the Good Housekeeping Institute. “We’re pleased that so many JCPenney products performed well in our testing and proud that they will be carrying the Seal.”

In addition to the comprehensive product evaluation conducted by the Good Housekeeping Institute, customer reviews are an important part in the development and design of a JCPenney private brand product with the majority of feedback coming from reviews and ratings on Customers are invited to rate each product based on a five star rating system. The majority of private brand products have received five stars, demonstrating customers’ satisfaction related to quality, design, durability and value. JCPenney product integrity teams review regular reports of product ratings to make adjustments based on specific customer feedback.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.