Mary-Kate and Ashley Olsen confirmed they have designed a juniors' line in partnership with JCPenny. The collection—named Olsenboye after the twins' ancestral name—will rollout in 600 stores next February and, in the meantime, be sold in special pop up boutiques. Today, for example, there will be a mobile shopping truck cruising New York city, selling merchandise and handing out cupcakes.
According to an article in today's Women's Wear Daily, it was Mary-Kate and Ashley who approached JCPenny with the idea of a low-priced line of products for the junior market. They hope to attract a similar customer to the one who purchased their Olsen-branded bedding, furniture, clothing and cosmetics under Dualstar Entertainment Group. As Ashley explained, "Olsenboye is an extension of the Dualstar brand and we feel this collaboration complements and strengthens our business portfolio."
Seeing the enormous reach and enhanced marketing opportunities available when partnering with a mega mass retailer, the Olsens plan to use the popularity of their high-priced luxury label, The Row, and contemporary but hardly inexpensive, Elizabeth and James, to create a shopping frenzy with younger customers as they once did with the Dualstar Entertainment video empire.
Olsenboye is casual sportswear and accessories brand—offering denim, dresses, tops, skirts, shorts, jackets, handbags and accessories—and will be sold in some very un-Olsen sizes, from 0-15.