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Steven Madden Ltd. has signed a licensing agreement with Dualstar Entertainment Group to produce a collection of footwear and accessories for Mary-Kate and Ashley Olsen’s new Olsenboye line.

This story first appeared in the November 3, 2009 issue of WWD. Subscribe Today.

Distributed exclusively at J.C. Penney Co. Inc., Olsenboye targets the junior market and offers denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes retailing from $20 to $50. Olsenboye accessories will be available in select Penney’s stores and on starting for the holiday season, with a full launch set for spring.

“We believe that Olsenboye will be an excellent addition to our growing portfolio of footwear and accessories brands,” said Edward Rosenfeld, chairman and chief executive officer of Madden.

Shoe styles by Olsenboye include colorful suede flats and casual canvas sneakers. Handbags come in slouched shapes as well as smaller bucket bags and feature acid wash and plaid prints.

In addition to Olsenboye, Steve Madden is the footwear and accessories licensee for such brands as Fabulosity, Elizabeth and James and Betsey Johnson.

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