Diane Reichenberger Biography

Diane Reichenberger, the CEO of Dualstar Entertainment Group, visited the Harvard Business School to discuss the distinctive aspects of building and marketing celebrity brands. Dualstar Entertainment Group is an international corporate group that was founded in 1993 to leverage the universal appeal of Ashley Olsen and Mary-Kate Olsen. The group is wholly-owned by the two brilliant actresses / designers / global fashion icons. Dualstar manages the billion-dollar, international "mary-kateandashley" brand, which encompasses not only its original focus of books, music CDs, videogames and fashion dolls, but also fashion apparel, beauty cosmetics, fragrances, and home décor. Its products are targeted towards girls and young women (aged five to twelve 'tweens" and teens). Additionally, the brand has been expanded into the digital media with the launch of the e-commerce site, mary-kateandashely.com.

Reichenberger joined Dualstar in 2005, shortly after Ashley Olsen and Mary-Kate Olsen turned eighteen. She embodied all the qualities required to successfully rejuvenate and launch the "mary-kateandashley" brand: successful experience, passion, intelligence, and compassion. Prior to joining the company, she managed the women's division of Joe Boxer, and held key management positions at the Gap, North Face, Levi Strauss, and Esprit.

During Reichenberger's visit, HBS students soaked up insights on the Dualstar Entertainment Group and on the intricate nature of working with celebrity brands.

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