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J.C. Penney in Partnership with David's Bridal

Plano, Texas, J.C. Penney Co. and David's Bridal have entered into an exclusive partnership to support a variety of cross-promotional wedding-marketing initiatives.

As part of the partnership, all of David's Bridal's registered brides will be invited, via e-mail, direct mail or by David's Bridal consultants, to create a gift registry at J.C. Penney.

Along with links to J.C. Penney's online wedding registry, all David's Bridal stores will carry J.C. Penney's wedding registry brochure, highlighting the company's wedding registry items and services.