The new owner of Juicy Couture expects to open the first “world of Juicy” boutique in New York City in fall 2015.
Juicy Couture, DEAD as it’s last store closed this month, is planning a comeback.
The label, best known in the early-2000s for rhinestone-bedazzled tracksuits is shifting from shopping malls to high-end fashion districts with a new product line. The first of its planned new boutiques –- tentatively named the World of Juicy -–according to Jamie Salter, chairman and CEO of Authentic Brands Group, which owns the label.
“We want to put the coolness back into the brand and put it where the cool people shop,” Salter said.
Now under the stewardship of the same company that own the rights to dead celebrities such as Marilyn Monroe and Elvis Presley, an international push to revive Juicy is underway. Next fall, Salter plans to open new concept stores -– one for intimates and sleepwear, another for young girls’ clothes — in Asia, Europe and the Middle East.
The switchover from Kate Spade to Authentic Brands Group has been slow. Juicy’s website, which realunched on Monday, only recently changed hands.
DID U KNOW:
The old stores were often located in shopping malls –- Now as out of FASHION as terrycloth tracksuits with rear-end logos — and were owned and operated at the expense of the parent company. The property for the stores closing this month belongs to Kate Spade.
Juicy’s product line, featuring footwear, handbags and accessories, will be divided into two tiers. Premium “black label” –- including everything from tech accessories to a new line of Steve Madden-designed shoes –- will only be available online and abroad until the new U.S. boutiques begin popping up in New York, Los Angeles and other urban hubs.
“It’s going to be built like a miniature department store,” Salter said. “It’ll be like going into a Gucci store or a Louis Vuitton store.” WTF??? I guess we’ll have to stay tuned- huh!
Mid-tier “pink label” Juicy goods will remain on the racks at Kohl’s in the U.S.
Still, it may not be enough to rally Juicy back to its heyday of 2003, when founders Pamela Skaist-Levy and Gela Nash-Taylor sold it to its previous owner, then known as Liz Claiborne Inc.
So let’s get JUICY
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