Juicy Couture begins Asia push

Juicy Couture commenced its new international push in Asia this week as the brand attempts a reboot after closing down existing stores in the United States.

The Authentic Brands Group (ABG), which owns the rights to the Juicy Couture brand, finalized an agreement with the ImagineX Group to accelerate growth in the greater China and Southeast Asia markets, a network of 85 stores, reported WWD.

ABG is in talks with other territories and expects to expand in other parts of the world in the next few weeks, including five countries in which Juicy doesn't yet have a presence.

In April, ABG signed a deal with The Folli Follie Group to handle the wholesale and retail rights for continental Europe where currently there are 24 stores. A 25th store will open in Greece in mid-September.

ABG acquired Juicy last year from Kate Spade & Co. for $196 million.

The future for Juicy in the United States is a little bit different. ABG is planning to open new concept stores carrying the Black Label next year. However, the company recently announced that all U.S. stores would be shut down to focus on international efforts. The Juicy brand also announced the upcoming launch of the Pink Label, a lower-priced line, to be carried in department stores by the end of this year.

Although the original Juicy brand has been bought and sold a couple of times and is currently undergoing a change in focus, it is not going away.

For more:
-See this WWD article (subscription)

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