Mary-Kate and Ashley's fashion label announce some exciting news

The fashion designers founded Elizabeth and James ten years ago

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Fashion house Elizabeth and James announced some exciting news, revealing that it is going to be delving into e-commerce for the first time. The brand, founded by designer sisters Mary-Kate and Ashley Olsen 10 years ago, is to set up shop online on 24 November with two categories; brand new watches, and products coinciding with its Nirvana fragrances, such as perfumes and dry shampoo. Fans can take their pick from a total of 10 timepieces, titled the 200 Series, reflecting their $200 (£150) price tag.

Straps come in black or white rubber, while the metallic face is available in five different colourways, with each design boasting a retro vibe from the '70s or '80s. "We had a very specific idea from a design perspective; we knew exactly what we wanted," Ashley told Business of Fashion. "There's something nostalgic about it." The introduction of e-commerce has been in the pipeline for two years, with the stylish siblings choosing to keep all production in-house rather than teaming up with specialist retailers on watches.

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Mary-Kate and Ashley's label was named after sister Elizabeth (pictured) and brother James

As well as being available to buy online, shoppers can purchase a watch at Elizabeth and James' flagship store in Los Angeles, while eight of the styles will be on offer at Shopbop.com from next month. Discussing the reason behind launching just fragrances and watches online at first, Mary-Kate added, "This is a way for us to start dealing directly with the customer. To really understand who she is without overextending ourselves."

And from previous interviews, it sounds like the sisters, who also helm label The Row, have big plans for the future of their empire.Speaking to harpersbazaar.co.uk earlier this year, Mary-Kate hinted, "We grow our brands organically - taking the time to find the right opportunities and identify niches in the market. There is a lot of opportunity in colour (cosmetics) and hair that we are excited to explore further when the time is right."