Shop Talk

Retailers, consumers and prices

Check Out Line: Olsen twins try mass-market fashion again

October 26, 2009

mkaCheck out America’s famous twins at it again.

Mary-Kate and Ashley Olsen, the former child actresses turned fashion designers, are launching a new juniors’ sportswear and accessories line for J.C. Penney.  The travel-themed line is called Olsenboye, with each collection highlighting a new city.

The mid-priced line features clothes, shoes and handbags priced from $20 to $50.

Fashion is not new for the sisters, who were television stars from infancy and grew up to have a quirky bohemian style.  They currently have high-end lines, such as The Row, which sells at Bergdorf Goodman, and Elizabeth and James, which sells at Neiman Marcus.  They even once had a line of girls’ clothes at Wal-Mart, though it no longer exists. 

Items from the new line will be available for a limited time in select JC Penney stores and online starting Nov. 6, with a full launch set for spring 2010.  Let’s see if it lasts longer than the line at Wal-Mart.

Also in the basket:

RadioShack profit misses estimates

Alberto Culver profit tops view, revenue short

IPO VIEW-Retailers test IPO market after two-year absence

(Reuters photo)

Post Your Comment

We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see