Iconic 90s fashion brand returns to high street with first new store in seven years
Popular 90s fashion brand Juicy Couture has returned to UK high street with the opening of a brand new store.
The fashion brand has not had a brick-and-mortar store in the UK since 2017 after its last two stores on Regent Street and in Westfield White City in London closed. The new 12,0000sq ft store opened in Westfield Stratford City this week, with the new site incorporating its signature graffiti-like artwork, with neon lighting, a metallic runway and a pink boudoir.
The new store showcases the brand's "Once Upon a Time collection," fronted by influencer and model Cindy Kimberly. The collection "fuses Juicy’s early 2000s IT girl aesthetic with whimsical fairytale charm”. Founded in 1995, Juicy Couture gained huge popularity with its velour tracksuit and became an important part of pop culture in the early 2000s. The 90s and 00s-inspired trends have since returned to favour in recent years, with the style becoming popular amongst the Gen-Z demographic.
The fashion label was sold to Authentic Brands Group for $195million (£121m) in 2013, but continued to struggled to keep its presence on the high street.
In 2017, Hong Kong-based Global Brands Group, Juicy Couture’s largest apparel partner, managed its UK operations. 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.
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The store closures came after its parent company opted to focus on its online presence instead. At the time, the business also shut down its concessions in Harrods, Selfridges, and Topshop. Since the closures, the brand has been available to UK customers through its website and third-party platforms such as Asos, Next and John Lewis.
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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