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Olsens Twins to Launch Junior Brand for J.C Penney

The twins, Mary-Kate and Ashley Olsen are expanding their fashion reach. They became members of the Council of Fashion Designers of America, have signed a deal with J.C. Penney Co to launch Olsenboye, a junior brand that will be exclusive to the chain.The collection will set for Penney’s stores in February and will have a major rollout.For the full launch in the spring, there will be magazine print ads, broadcast spots and direct-mail pieces. There also will be an interactive digital campaign on Twitter, Penney’s teen Facebook page and jcp.com.

For the last several seasons, Penney’s has been unleashing new labels aan designer exclusives while culling out brands that have lost relevance, striving to medernize its image, catering to more of a teen and contemporary crowd and offering something different.

Among its consumer base, “the propensity for trying and adapting new brands is terrific,” said Liz Sweney, Penney’s executive vice president and general merchandise manager of women’s. “We are stepping up our style to attract a younger customer” with such recent launches as Bisou Bisou, I [Heart] Ronson, Allen B., Oxford & Regent and Twelfth of Eleven, all contemporary lines done in collaboration with designers and brands. Last month, Penney’s launched its first contemporary label, called she said, created by its own design team. Arizona and Decree are among the key junior brands at the store, but the retailer also still sells more traditional lines geared to a more mature crowd, such as Worthington, and has just signed a deal with Liz Claiborne Inc. to be the exclusive retailer for the Liz Claiborne line. “We love our older customer, as well,” Sweney noted. (wwd)

The Olsen collections includes denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes. The line will retail from $20 to $50 and is being designed to be mixed to create different looks.

“It’s very fun, fashion driven, trendy and wholesome at the same time,” Sweney said.

While it’s got the Olsens’ spirit, it’s not limited to their size, ranging from sizes 0 to 15. “It’s really important that Olsenboye serves lots of girls,” Sweney said. “It’s not just about girls size zero or one.” (WWD)