Celebrity News

Olsens to Launch Junior Brand for J.C Penney

0 Comments 26 October 2009


Today’s Women’s Wear Daily reports that Mary-Kate and Ashley Olsen have signed a deal with J.C. Penney to launch Olsenboye, a junior brand that will be exclusive to the chain.  Olsenboye, which is the Olsens’ ancestral name, will fall into Penney’s good and better price tiers, retailing from $20 to $50.  Hitting stores in February, the collection will include denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes.


“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,” said Ashley.  According to Liz Sweney, Penney’s executive vp and general merchandise manager of women’s, the Olsens came to Penney’s with the Olsenboye concept.

Image and Source: wwd.com

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