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In August, the line will hit 150 of the 286 doors of the Knoxville, Tenn.-based retailer, which operates in small to midsize markets primarily throughout the Southeast.
The move comes a month after Goody's filed for Chapter 11 bankruptcy protection, pressured by both the U.S. economic downturn and its own problems, such as missteps in expanding into urban areas and introducing higher-priced merchandise. The retailer has said it plans to streamline its business, including closing 69 underperforming stores and a distribution facility, as well as reducing expenses.
Despite the company's goal to reorganize, there are doubts about its ability to do so, as well as questions regarding its niche in the market.
"Our customers have warmly received the Ashley Judd collection, and the brand has become a key part of Goody's merchandise selection," said Paul White, chief executive officer.
Retailing for $28 to $58, Ashley Judd Plus includes the same mix of merchandise as the original Ashley Judd collection, such as denim, knits, blazers, blouses, skirts and trousers. Goody's declined to project volume.
Part of the sales from the Ashley Judd collection goes to Goody's Good Deeds for Good Schools, which awards $500,000 in grants to schools in Goody's communities to help fund renovations to school playgrounds, update computer games or technology, and arts programs.