JC Penny Launches Olsenboye Juniors Brand Designed by Olsen Twins
J. C. Penney has launched Olsenboye, a new Juniors brand created by Dualstar Entertainment Group founders and Mary-Kate Olsen and Ashley Olsen. Items from the casual sportswear and accessories brand will be available for a limited time on jcp.com and in select JCPenney stores beginning November 6, with a full launch set for spring 2010. Each travel-themed collection of Olsenboye will highlight different cities from around the world. The collection includes denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes. Prices will range from $20 to $50.
"Mary-Kate and I watch current trends and see our partnership with JCPenney as an opportunity to add something unique to the marketplace, especially in the current retail climate," said Ashley Olsen. "Olsenboye is an extension of the Dualstar brand and we feel this collaboration compliments and strengthens our business portfolio, delivering trend-based fashion at affordable prices."
