UK supermarket chain Asda has pipped retail rivals to the post with the £700m (US$1bn) signing of the European rights to the fashion empire of Mary-Kate and Ashley Olsen.

Two names virtually unknown to anyone out of their teens, 15-year-old twins Mary-Kate and Ashley Olsen have won a following amongst children the world over. Staring in films since they were seven months old, the sisters have developed their own “un-Britney” style, which has turned into a multi-million dollar fashion empire.

Now rated amongst the most powerful in Hollywood, Asda is confident that the girls will harness the pester power of UK teens and boost sales in store.

Andy Bond, managing director of Asda’s George line, told the Sunday Times: “If [the line] is not among our top 10 sellers within a year, I would be very surprised.”

The Mary-Kate and Ashley fashion will be available in 150 Asda stores from March.

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