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Penney Launches New Brand

J.C. Penney Co. is launching a new private-label brand called Dorm Life, a line of home goods aimed at young adults leaving the nest.

The department store company said Monday that the line was designed in-house. That's a contrast with Penney's ambitious launch earlier this year of American Living, which was designed by Polo Ralph Lauren Corp.

Dorm Life includes bedding, bath items, furniture and accessories.

Jeff Allison, vice president of home goods for Plano-based Penney, said the line would appeal to young adults leaving home and wanting to express their own decorating style.

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