I was going to recommend Kohl's as well. Although I have not gotten towels from JCPenny, I like their things and they are good quality, so I would look there as well. I tell you, expensive doesn't always equate to quality. I splurged on towels from Pottery Barn a few years back and they were really expensive, even on sale, and they have been the least favorite towels I have ever had. They became very rough, not soft at all, even with fabric softener and they were made in Turkey and had an odor to them no matter how much I washed them.
I've also gotten towels at Marshall's 16 years ago and they are still in great condition and are wonderful!