In an effort to enhance its deliverables for the U.S. bridal segment, J. C. Penney Company has evolved a concept - Modern Bride, which it will implement through a tie-up Condé Nast. The collaboration will create an ambiance and offer products suited only for the bridal segment in a unique dedicated department store.

JCPenney will hold the exclusive licensing of the Modern Bride brand name across all product categories. It plans launching the Modern bride fine jewellery line of engagement rings and wedding bands, by February 2011, tapping the Valentine season.

Modern Bride is targeted for the 25-34 year-old customer.