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Dualstar Entertainment Group LLC: Foundation of the Empire

One very important thing Robert Thorne did before being bought out by the siblings, was to start to move the company away from being branded as the celebrity duo, and move the company toward being a lifestyle brand.

So when the Olsens reached 18, they had the pieces in place to move in that direction. They already knew the company would struggle terrifically if they retained their personas as the foundation to the success of Dualstar. It was a smart move to make, and is still being worked on.

Even so, what they do still maintain - even with the strong team of experts they've hired - is to give their stamp of approval in a number of different categories before the product is released to the public. They don't do it in all areas, but they do it in a significant number. They are definitely not absentee owners.

One example they did this in is their furniture line. In that case they both decided on an antique look, but with some differences of taste after that, where they had furniture made with both their individual imprints on it. Mary-Kate liked a darker, more weathered look, whereas Ashley preferred a more classically styled colors; like white and celery.

According to Diane Reichenberger, CEO of Dualstar Entertainment Group, they are very focused on the details of their furniture line, all the way down to the hardware used.

What the Olsens are doing with Dualstar, is putting their personal imprint on the company and the products it offers, while diminishing the reliance on their personalities. It's a great strategy that will definitely work; and is already working.

Another recent strategy they're employing, is to separate themselves from one another in the public eye, using the media to make it look like they're feuding with one another, and that the problems are personal.

Because I'm aware of how celebrity handlers work, this looks like an ingenious way to strengthen the Dualstar brand even more, as the attention is taken away from the two being the company, and reinforcing the fact the brand can stand, even if the twins ever personally separated in a family battle.

The reason they're doing this is those they do business with understand the brittleness of a company dependent on family and celebrity. Put the two together and you can get a very unreliable business partnership. Working on publicly separating themselves as unique in the public eye, helps to fight against that tendency, and make companies feel a little more secure in partnering with them.

Other Mary-Kate and Ashley Resources:

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Mary-Kate Olsen talks about life, role in 'The Wackness'

Mary Kate Olsen - she wants to be alone

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The Tao Of Mary Kate

OLSEN TWINS (MARY-KATE AND ASHLEY) FAN PAGE

Attack of the Fashion Gremlins

Mary-Kate and Ashley Home Essentials Collection Review

Mary-Kate and Ashley Home Essentials

Official Web Site

Entire Mary-Kate and Ashley Olsen Series: