Authentic Brands Group clarifies US plans for Juicy Couture

Authentic Brands Group, which acquired the Juicy Couture brand last October, has clarified its plans for the fashion and lifestyle brand after reports suggested that the label was exiting the US marketplace. The global brand development and licensing company confirmed that it was being

to “phase out” the existing Juicy Couture stores in the US, stating that it was doing so because they were opened by the previous owner of the brand and they were “no longer representative of the Juicy Couture brand today” or part of its vision for the brand's future.

Those closures will be replaced with a series of new concept Juicy Couture stores that it added would be opened in the US and Canada beginning in 2015 in “key, high traffic locations” such as New York City, Los Angeles and Vancouver, and that the new stores would encompass the "world of Juicy".

Chairman and CEO of Authentic Brands Group, Jamie Salter explained: "The Juicy Couture brand is strong and thriving globally, and Authentic Brands Group is committed to driving a comprehensive, multi-dimensional strategy to expand Juicy Couture across our international markets and to re-energize the brand in the US and Canada.

"The Juicy Couture brand is recognized for bringing Los Angeles style and attitude to girls all over the world. Our plans are designed to build on the brand's DNA in a powerful way in all our markets."

Juicy Couture to open new US stores in 2015

The group added that the Juicy Couture was being “strengthened on many fronts around the world” and that the brand would continue to expand upon its nearly 200 retail locations in key international markets by working closely with its partners in Asia, Europe (FF Group) and the Middle East (MAF) and that it expects to open another 127 stores and shop-in-shops over the next five years in major cities across the globe.

As well as expanding its retail presence, Authentic Brands Group explained that it was also starting to expand Juicy Couture’s premium label the Black Label Collection with new offerings in intimates, kidswear and footwear, with a focus on opening girl's and intimates free standing shops internationally.

The global Juicy Couture Black Label Collection will also be strengthened and enhanced through blue chip partnerships including footwear with Steve Madden, watches with Movado and eyewear with Safilo, as well as deals with Swimwear Anywhere, Elizabeth Arden and Contour.

Other “strategic initiatives” includes the re-launch of JuicyCouture.com, the global e-commerce and brand site to offer consumers around the world greater access to the Juicy Couture Black Label Collection.

The clarification of Authentic Brands Group’s plans for Juicy Couture in the US and global follows the announcement that its European partner Folli Follie Group is set to strengthen the brands presence by growing the number of retail stores and wholesale accounts for the brand.

Juicy Couture is available in approximately 200 Juicy Couture stores, Juicy Couture outlet stores and select department stores across 60 countries throughout North America, Europe, Asia, Latin America and the Middle East.

Image: Juicy Couture