Juicy Couture founders launch e-commerce site

The women behind Juicy Couture, Pamela Skaist-Levy and Gela Nash-Taylor have launched an e-commerce site for their latest line, Pam & Gela.

The one-year-old brand is currently sold at retailers such as Bloomingdale's and Neiman Marcus. Now the first steps have been taken in turning Pam & Gela into an omnichannel brand, reported Women's Wear Daily.

The line is described as "casual luxury" and includes high-low sweatshirts, graphic t-shirts, track pants and leather jackets.

The site is expected to grow into the company's largest revenue source. A flagship Pam & Gela store is slated for as early as the end of 2016. Once completed, the brand will have its foothold in wholesale, online and in-store.

"I think you do need all three [selling channels]. I think there's a place for all three," Skaist-Levy told Women's Wear Daily. "I think there needs to be a place where you have your flagship brick-and-mortar, where you walk in and are blown away, and then it's good to be in the majors, too. So you just have a lot of exposure."

Consumers have changed since the days of Juicy Couture and now the company knows a website is a large part of the way people shop. In fact, Pam & Gela will eventually partner with bloggers, who help shape what people buy and wear.

Their original brand, however, has since been bought and sold a couple of times over and became part of the Authentic Brands Group in 2013. Subsequently, the company announced it would shutter all U.S. stores to focus on international operations, new boutique formats and a "pink label" product line that is sold at Kohl's (NYSE:KSS).

The Pam & Gela brand is planning on slow growth, but sees potential for the launch of footwear and accessories in the future.

For more:
-See this Women's Wear Daily article (subscription)

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