The line started rolling out in March and is in 250 of the company's 330 stores, as well as online.
The Pink Twill, which includes knit shirts, sweaters, bottoms and outerwear, is priced from $19 to $69. It is available in sizes 4 to 14 and has a "modern fit, which appeals to fashion-conscious, body-confident women," the company said.
Exclusive lines accounted for 24.2 percent of total sales at Dillard's in 2007.
The Pink Twill "is targeted to women living a multifaceted life," said Julie Bull, Dillard's director of investor relations. "We call it casual chic. It's a relaxed, fun attitude. By 'multifaceted,' we are referring to the fact that our core customer is busy with a variety of activities in her daily life, including the weekends. Pink Twill answers the demand for style and comfort in a consistent brand. It's not about age, it's about attitude."
It is too soon to determine how well the line is performing, Bull said. The retailer did not announce the launch of the line until it was in 250 stores and fully available to customers.
Recently Dillard's has been pressured by activist investors who want the Little Rock, Ark.-based chain to boost profits. The retailer came to an agreement with Barington Capital Group and Clinton Group this month, electing one of the four directors that was on Barington and Clinton's list of nominated directors.
The two funds pressed Dillard's for extensive information about the company and its executives, including their compensation and perks such as the use of private planes.
For the three months ended Feb. 2, Dillard's reported a 69.5 percent plunge in fourth-quarter earnings to $47.3 million, or 63 cents a diluted share, compared with $155 million, or $1.90, a year ago. Revenues decreased 9.4 percent to $2.21 billion from $2.44 billion, which includes a 9.7 percent decline in sales to $2.16 billion.