Olsen twins launch exclusive line for JCPenney

PLANO, Texas JCPenney has launched a new line from Mary-Kate and Ashley Olsen. The exclusive new line, Olsenboye, will be available for a limited time on jcp.com and in select JCPenney stores beginning Nov. 6, with a full launch set for spring 2010.

“Our juniors customers have grown up with Mary-Kate and Ashley and look to them not only as authentic designers, but also as style icons,” said Liz Sweney, EVP and general merchandise manager of women’s apparel at JCPenney. “The launch of Olsenboye brings aspiration and sophistication to our juniors department, while underscoring our commitment to continue to step up our style and offer our younger customers new, fashion-forward merchandise at affordable prices.”

The Olsebboye collection draws inspiration from different cities around the world and includes denim, bottoms, tops, dresses and shoes ranging in price from $20 to $50.

To help promote the new line, an Olsenboye “mobile shop” will drive around New York City offering consumers a chance to experience the brand and purchase merchandise before the launch.