The partnership will provide customers with a one-stop destination for nearly all their wedding needs. The partnership provides for a variety of joint marketing initiatives such as bridal shows, in-store events and contests, as well as special customer discounts and offers. Mike Boylson, chief marketing officer of JCPenney, said: "At JCPenney, our objective is to make an emotional connection with our customers, and weddings are certainly emotional. Our success with brides is attributed, we believe, to the registry experience we offer. It goes well beyond products to include expert advice, helpful tools and valuable services that help to support the wedding planning process. With nearly one in three brides in the US walking down the aisle wearing a David's Bridal wedding gown, JCPenney's partnership with the nation's largest bridal retailer will allow us to broaden our reach and connect with more registry customers than ever before."