Juicy Couture is making its return to physical retail in the UK after 7 years with the opening of a new store at Westfield Stratford City.
The 1,200sq ft space offers fans of the once ultra-popular American fashion brand an immersive experience, showcasing its “signature casual glamour aesthetic”.
Juicy Couture said “the space blends iconic elements from previous Juicy stores, including slogans, graffiti-inspired artwork and neon lighting with modern touches like bursts of black and pink”. It also features a metallic runway and a pink boudoir for consumers to explore and try new products.
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The store will also spotlight the brand’s holiday campaign, Once Upon a Time, “which fuses Juicy’s early 2000s IT girl aesthetic with whimsical fairytale charm”. The collection includes a range of pieces, from pyjama sets to intimates.
The fashion brand’s UK stores, including its locations on Regent Street and in Westfield White City, were closed in May 2017 as part of the brand’s shift to focus on wholesale, ecommerce, and concessions.
Its decision to close physical stores followed broader struggles in the market and was a strategic move to revive the label through these channels. At the time, the business also shut down its concessions in Harrods, Selfridges, and Topshop
In 2017, its UK operations were managed by Hong Kong-based Global Brands Group, Juicy Couture’s largest apparel partner.
Two years later, Authentic Brands Group, the parent company of Juicy Couture, signed a licensing agreement with The Batra Group to handle the brand’s distribution across the UK and Europe.
Batra Group Director Rajiv Batra said: “Spanning more than two decades, Juicy Couture’s enduring legacy has gained the brand a loyal following throughout the world, and we can’t wait to bring the physical shopping experience to life for fans in London.
“This new space presents a modern take on Juicy Couture’s eclectic previous store concepts and perfectly encapsulates the brand’s unique approach to fun and casual glamour. Our fan base has always been devoted, and we’re delighted to be providing shoppers an in-person experience throughout the holiday season and beyond.”
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