JC Penney taps Lionel Richie for new brand, as more retailers team with celebrities to drive sales By: CNBC.com News April 30, 2018 at 12:52 PM EDT The line selling sheets, comforters and towels will roll out to about 200 stores by this fall. Read More >> Related Stocks: J C Penney Company Inc Target Corp Wal-Mart Stores, Inc.