Posted on Mon Oct 26th, 2009 11:00am PDT By X17 Staff
Already hugely successful with their luxury line The Row and contemporary Elizabeth & James line, Mary-Kate and Ashley Olsen are finally designing a lower-priced line, Olsenboye (their real name) for J.C. Penney.
Unfortch (for me, anyway) the line is targeted towards juniors, and will be rolled out in 600 stores starting in February, reports WWD. The twins are no strangers to discount chain stores, having previously had a tween collection with Wal-Mart, but they'll join Charlotte Ronson, Bisou Bisou and Allen B. by doing a lower-priced collection for Penney's.
"Mary-Kate and I watch current trends and see our partnership with J.C. Penney as an opportunity to add something unique to the marketplace, especially in the current retail climate,â€ Ashley told the mag. â€œOlsenboye is an extension of the Dualstar brand and we feel this collaboration complements and strengthens our business portfolio, delivering trend-based fashion at affordable prices.â€
Heck, I don't care if it is for juniors, with sizes for non-Olsen proportioned girls, ranging from 0-15, I'm sure I can find something that fits!
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