Mary Kate And Ashley Olsen Launch JC Penney Juniors Line

They may hate being a singular entity as “the Olsen Twins,” but those two sure are busy as one, fresh from launching a long-awaited eyewear line.

Their newest endeavor is a diffusion line with JC Penney called Olsenboye. A limited-edition preview of the juniors line will come out on November 6 at 50 locations, before launching for real in February to 600 stores. The collection includes denim, bottoms, skirts, shorts, tops, dresses, jackets, shoes, and handbags with prices ranging from $20-50.

To drum up excitement for Olsenboye, the mini moguls sent a truck to cruise around New York this past Monday selling merchandise and handing out balloons, pins, and cupcakes. Cupcakes? Everyone loves cupcakes. What a genius business plan.

Liz Sweney, Penney’s executive vice president and general merchandise manager of women’s, said the store aims to attract a younger customer. This is quite evident from their recent launches of Bisou Bisou, I [Heart] Ronson, Allen B., Oxford & Regent and Twelfth of Eleven, all contemporary lines created in collaboration with designers and brands. The Olsens are known all over the fashion world as trendsetters, so perhaps this line will pump up sales.

“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."

It's noteworthy that Mary-Kate and Ashley approached the store, rather than vice versa. Wal-Mart helped them to conquer the little ones and luxury department stores allowed a door to open for the adult market. This is the perfect way to get in touch with teenagers. And teenagers are so fickle these days. I'm sure the cupcakes helped.