A couple weeks ago, the internet was going crazy over news that Juicy Couture, the brand that defined early 2000s fashion, was closing all its U.S. stores. Well, the velour and terry cloth tracksuits aren’t going away any time soon…sort of.
Juicy never really closed. Yes, the brand is now under new ownership by Authentic Brands Groups, LLC, but you can still shop the same ol’ Cali-inspired pieces. According to Jamie Salter, Chairman and CEO of Authentic Brands Group. “The Juicy Couture brand is recognized for bringing Los Angeles style and attitude to girls all over the world. Our plans are designed to build on the brand’s DNA in a powerful way in all our markets.” The long-term strategy includes new stores in the U.S. and around the world, a revamped e-commerce site and expansion of the Juicy Couture Black Label Collection.
For starters, look out for JC stores to open in 2015 across the U.S. and Canada in locations like New York City, Los Angeles and Vancouver. The existing stores are being phased out and replaced by new ones. The brand, which already has 200 stores globally, is set to open 127 more in major international cities over the next 5 years.
The next step is new offerings from the Black Label Collection, including intimates, kids clothes and footwear. Based on the Fall 2014 campaign, it looks like animal print, leather and metallics rule the new collection, but is that really so far off from the old Juicy brand we know and, yes, love? We don’t think so.
Finally, ABG is re-launching JuicyCouture.com, so everyone, around the world can shop the new brand’s styles. To sum it all up, just like these photos of celebs in Juicy tracksuits, the brand lives on.