Conservative group OneMillionMoms.com, an offshoot of the American Family Association, doesn’t like that JCPenney has hired Ellen DeGeneres as their new spokeswoman. Not because of her dance moves or jokes on her talk show, but because she’s gay.

The L.A. Times says the Tupelo, Miss. group posted a statement on their website about the brand’s hiring of DeGeneres, as part of their company’s rejuvenation plan.

“Funny that J.C. Penney thinks hiring an open homosexual spokesperson will help their business when most of their customers are traditional families,” the group wrote on its website. “More sales will be lost than gained unless they replace their spokesperson quickly. Unless J.C. Penney decides to be neutral in the culture war, then their brand transformation will be unsuccessful.”

The Gay & Lesbian Alliance Against Defamation (GLAAD) is already fighting back against the anti-gay sentiments, posting their own statement from senior official Herndon Graddick.

“While designated hate groups try to start ‘culture wars,’ it’s clear that a vast majority of Americans today support Ellen as well as their LGBT friends and family members. Selecting an out performer who has inspired and entertained millions is not only a smart business practice, but a reflection of how LGBT Americans today are an integral and valued part of the fabric of our culture.”

JCPenney has been very active in their re-branding lately, redesigning its logo, retooling their annual sales into an everyday bargain situation the hiring of DeGeneres, announced last week on her talk show, is part of that campaign.

Anti-gay group slams J.C. Penney for hiring Ellen DeGeneres [L.A. Times]