4 Olsen Sisters

By JEANNE McDOWELL

They may have worn Fendi and Versace to their sophomore prom, but in the tween and teen fashion lines they sell through about 2,900 Wal-Mart stores nationwide (and 5,300 stores globally), the hard-driving Olsen twins take it down a couple of notches. "It's not a high-end thing," explains Robert Thorne, CEO of Dualstar Entertainment Group, parent company of all Mary-Kate and Ashley items. "We want to be available to everyone, not just the beautiful people."

It's a strategy that has paid off: the mary-kateandashley brand is the fastest-growing fashion line for tweens (ages 6 to 12) and teens in the U.S., racking up at least $400 million in sales at Wal-Mart last year. With low-priced apparel flying off the shelves in select stores in Canada, Britain, Australia, New Zealand, Mexico and France, and a billion-dollar empire that includes apparel, accessories, fashion dolls, videos and DVDs, the Olsens are among the most powerful women in fashion. Their personal fortunes are estimated at $150 million each--and they don't turn 18 until June.

"They are so popular through so many other outlets that everything dovetails," says retail analyst Heather Brilliant at Morningstar. "And while Wal-Mart could be considered lower quality, the Olsen twins have established a brand separation that allows them to avoid the Wal-Mart impact." Within six months, stores in Japan, Germany, Israel and probably Korea will carry their lines. In the U.S., the teen lines are expanding with more sophisticated styling. Freestanding mary-kateandashley stores are being considered for Los Angeles and New York City, where the girls will be attending New York University. "Our goal is to keep our clothes fashion forward but age appropriate and affordable," says Mary-Kate. Fendi for everyone? Not!!!!! --By Jeanne McDowell