JC Penney is shipping the line to approximately 600 store nationwide as early as February. Limited selections of the line will go on sale November 6th on JCP.com in 50 stores, and the Manhattan flagsship store. Olsenboye will join other junior contemporary brands such as Bisou Bisou, I (Heart) Ronson, Allen B., Oxford & Regent and Twelfth of Eleven.
The Olsens are targeting a younger market in hopes who still wants the association with luxury brands. The twins The Row brand is currently sold in luxury stores across the country. Penney's itself is working to attract younger customers and recently launched their own junior contemporary line.
Olsenboye will launch full throttle in the spring and include broadcast spots, Facebook and Twitter marketing; and an interactive digital campaign.
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