California Apparel News

By next year, Juicy Couture will have a series of new concept stores open to reflect the label’s changing directions under new ownership by Authentic Brands Group.

The new concept stores for the luxury casual line born in Los Angeles will be in major urban areas such as New York City, Los Angeles and Vancouver, Canada. The new locations will replace existing Juicy Couture stores in the United States that were being phased out because they opened under Liz Claiborne Inc., the previous owner. Liz Claiborne, which changed its name to Fifth & Pacific Cos. and then to Kate Spade & Co., sold Juicy Couture to Authentic Brands Group last year for $195 million.

In addition, company executives announced that another 127 new Juicy Couture stores or shops in shop are expected to be launched around the world in the next five years, and the company will continue to expand upon its nearly 200 retail locations in key international markets.

“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 U.S. and Canada,” said Jamie Salter, chairman and chief executive of Authentic Brands Group.

On the product side of the business, Juicy Couture is pumping up its Juicy Couture Black Label collection, the brand’s casual luxury lifestyle section. New products will be offered in intimates, kidswear and footwear. There will also be a focus on opening girls’ and intimates freestanding shops worldwide.

Meanwhile, Authentic Brands Group is partnering with other companies to expand the label’s various categories. Juicy Couture will work with Elizabeth Arden to develop fragrances, Steve Madden for shoes, Movado for watches, Safilo for eyewear, Contour for tech accessories and Swimwear Anywhere for bathing suits.

Authentic Brands, an intellectual-property corporation, operates with Leonard Green & Partners to acquire and build labels. Their brands include Elvis Presley, Marilyn Monroe, Judith Leiber, Hickey Freeman, Adrienne Vittadini, Taryn Rose and Hart Schaffner Marx,

After buying Juicy Couture, Authentic Brands quickly inked a deal with discount department store Kohl’s to sell Juicy Couture–branded products beginning this fall.

Juicy Couture became a hot item in 2001 when the brand’s founders, Pamela Skaist-Levy and Gela Nash-Taylor, fashioned a velour track suit for Madonna, who launched a new trend—sexy sweats with lots of bling. Juicy Couture was sold to Liz Claiborne Inc. in 2003 for around $100 million.