J. C. Penney Company, Inc. (NYSE:JCP) today announced the launch of Olsenboye, an exclusive new Juniors brand created by Dualstar Entertainment Group founders and designers Mary-Kate Olsen and Ashley Olsen. Items from the casual sportswear and accessories brand will be available for a limited time on jcp.com and in select JCPenney stores beginning November 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, executive vice president 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.”

“Mary-Kate and I watch current trends and see our partnership with JCPenney as an opportunity to add something unique to the marketplace, especially in the current retail climate,” said Ashley Olsen. “Olsenboye is an extension of the Dualstar brand and we feel this collaboration compliments and strengthens our business portfolio, delivering trend-based fashion at affordable prices,” she added.

Inspired by teen trends from cities around the world, each travel-themed collection of Olsenboye will highlight different cities, providing the Juniors customer constant merchandise changes with fun, spirited and edgy styles featuring a wholesome feel. Falling into JCPenney’s “good” and “better” pricing tiers, items in the collection – which includes denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes – will retail from $20-$50 and can be mixed together to create an array of unique looks that allow teens to express their personalities and celebrate their journey through life with fashion. In-store, the brand’s travel theme will be highlighted with store sets incorporating travel trunks as well as signage featuring passport stamps and luggage stickers.

Marketing Olsenboye to the Juniors Customer:

To market Olsenboye to the Juniors customer, Dualstar Entertainment Group and JCPenney have created a unique launch experience using innovative initiatives – including enticing sneak peeks and limited offerings, as well as digital, guerrilla and viral marketing tactics – that are relevant and reach teens on their terms, while encouraging them to explore, discover and experience the Olsenboye brand.

“Ashley and I felt strongly about creating a unique experience to reach the teen customer, using relevant marketing strategies that would effectively reach this key customer demographic,” said Mary-Kate Olsen.

To build momentum for the brand before it launches this spring, a small selection of items from the brand will be available for a limited time in 50 JCPenney stores and on jcp.com beginning November 6. The preview collection will be promoted digitally through a teaser video on Olsenboye.com that will feature relatable teen characters that embody the Olsenboye lifestyle; through an Olsenboye “mobile shop” driven around New York City offering consumers a chance to experience the brand and purchase merchandise before the launch; and also through guerilla marketing tactics including distributing Olsenboye pins, balloons and bracelets throughout New York City directing consumers to Olsenboye.com. JCPenney will continue to innovatively reach out to the Juniors customer when the full collection of Olsenboye launches this spring. Along with broadcast spots, magazine print ads, direct mail pieces and more, the launch of the brand will also be supported by a strong interactive digital campaign that will leverage JCPenney’s teen hub on jcp.com (www.jcp.com/teen), JCPenney’s teen Facebook page (www.facebook.com/jcpteen) and Twitter, along with viral videos and even an Olsenboye theme song.

About Dualstar Entertainment Group

Dualstar Entertainment Group, founded in 1993 by Mary-Kate Olsen and Ashley Olsen, is a distinctive boutique global brand management company with offices in Culver City and New York.

About JCPenney

JCPenney is one of America's leading retailers, operating 1,109 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $18.5 billion in 2008 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's approximately 150,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.

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