In a vibrant fusion of celebrity style and accessible home design, HGTV personality and Atlanta-based interior designer Egypt Sherrod has officially kicked off her Indigo Road collection for JCPenney with a series of in-person events across the country.
The Indigo Road by Egypt Sherrod line, developed in partnership with licensing and production firm S. Lichtenberg, debuted last month with in-store appearances at two JCPenney locations in the Atlanta metro area. The launch continued last week with stops in New Jersey and Long Island, bringing Sherrod’s signature warmth, energy, and hands-on approach to fans and customers alike.
The collection—rooted in Sherrod’s distinctive “urban casual” aesthetic—spans a wide range of home categories, including:
- Decorative pillows and throw blankets
- Sheet and comforter sets
- Quilts and plush towels
- Bath rugs and sculptural bath accessories
- Window hardware and soft treatments
- Modern shower curtains
The Indigo Road line is now available in 300 of JCPenney’s 656 stores
A Star-Driven Strategy
Sherrod, best known for her hit HGTV series Married to Real Estate—where she co-stars with her husband Mike Jackson, who joined the Atlanta launch as a DJ—has become a household name for her relatable, functional approach to home transformation. Her previous appearances on Property Virgins and Flipping Virgins helped cement her status as a trusted figure in lifestyle and real estate media.
At each event, Sherrod engaged directly with customers, blending practical home styling advice with her trademark warmth and charisma. The in-store gatherings created a buzz reminiscent of old-school retail excitement—an increasingly rare phenomenon in a digital-first marketplace.
“Egypt isn’t just a name on the label—she’s the energy behind it,” said a JCPenney spokesperson. “Her authenticity connects with customers in a way that resonates deeply in today’s home retail space.”
JCPenney’s Broader Home Strategy
The partnership with Sherrod aligns with JCPenney’s broader strategy to revitalize its home category through celebrity collaborations and lifestyle branding. It follows earlier successes with capsule collections that highlight “livable luxe” and design accessibility, all while tapping into B2B and bulk-order opportunities for broader market appeal.
With Indigo Road now live in hundreds of stores and gaining traction online, the Sherrod collaboration represents both a commercial opportunity and a brand-building moment for the heritage retailer—bringing modern warmth, media star power, and design credibility to the home aisle.
As Sherrod continues her nationwide tour, Indigo Road is poised not just to sell product—but to inspire a new wave of loyal, design-conscious JCPenney customers.
