Folli Follie Group to expand Juicy Couture brand

Folli Follie Group has signed a long-term partnership with US-based Authentic Brands Group to oversee the wholesale and retail distribution of Juicy Couture in Europe. The strategic partnership will see the FF Group strengthening Juicy Couture’s presence across all of Europe by growing the

number of retail stores for the brand, as well as driving the growth of new and ongoing wholesale accounts in all European markets.

The store acquisition will start with the retail locations in the UK, including Juicy Couture’s London Regent Street flagship, Westfield London and Bluewater in Kent, as well as three outlets in Bicester Village in the UK, La Roca Village in Spain and Kildare Village in Ireland.

George Koutsolioutsos, chief executive officer of Folli Follie Group said: “Our broader strategy is to internationalise our brand portfolio through the agreement with Authentic Brands Group, further strengthening our presence in the Fashion sector.

“Using our expertise, execution capabilities and knowledge of the markets, we welcome existing Juicy Couture customers in Europe and look forward to continue serving them successfully whilst attracting new customers to the brand. I believe this is an important strategic development for our Group and it is the first step in our strategy to expand our brand portfolio to an international scale.”

Folli Follie Group enters strategic partnership with Authentic Brands Group

In terms of locations for new Juicy Couture stores, the FF Group has stated it has plans to open additional retail units in “high-profile locations” including London and the rest of the UK as well as in Europe, and that they plan to roll out “shop-in-shop concepts” within department stores across European markets.

Jamie Salter, chief executive officer and chairman of Authentic Brands Group, said: “We are thrilled to partner with such an established international company. Our strategic partnership with Folli Follie Group will ensure continuity for Juicy Couture in Europe as we continue to grow the presence of the brand worldwide.”

Nick Woodhouse, president and creative marketing officer of Authentic Brands Group, added: “This move for Juicy Couture has ignited the momentum that will drive the brand to reach its significant global potential. Through our collaboration with Folli Follie Group, we will be able to maintain the presence that Juicy Couture has built, while making way for new opportunities and reaching Juicy customers in untapped locations.”

New York City-based Authentic Brands Group, which enhances brand equity through partnering with licensees and direct-to-retail partnerships, acquired Juicy Couture’s intellectual property assets from Fifth Pacific for 195 million dollars.

Image: Juicy Couture