Stars like J-Lo — who rocked a short suit in her “I’m Real” video — helped cement the brand’s fame in the early 2000s.
It looks like 2003 called and wants it’s Juicy Couture back.
The California clothing brand that rose to fame for its rhinestone-bedazzled tracksuits is reportedly shutting down all of its U.S. stores by the end of June, according to the fashion news site Racked.
The brand has been struggling to operate its more than 100 stores and boutiques in North America. Juicy was sold last fall by its parent company Fifth & Pacific Companies –which has since been renamed Kate Spade & Company -– to a new owner, Authentic Brands Group for $195 million dollars. The physical stores that will close are still operated by the old owner, but that’s not the last you’ll see of the brand that was, once-upon-a-time beloved by celebs like J-Lo, Nicole Richie, Paris Hilton and every other young girl and their mother (literally).
New owner Authentic Brands Group has a whole new vision for the brand. They’ve recently switched up the brand website and are cooking up big plans for Spring 2015 that include reopening stores in New York, Los Angeles and other major cities. The stores will reportedly be “built like a miniature department store,” said Jamie Salter, Authentic Brands Group chairman and CEO, adding, “It’ll be like going into a Gucci store or a Louis Vuitton store.” Salter also announced they’ll also open up Juicy Couture concept stores for intimates and sleepwear as well as young girl’s clothing in Asia, Europe and the Middle East, next fall.
Juicy’s updated product line, which will focus more on accessories, handbags and footwear, will be divided into two tiers. Premium “black label” –- including shoes from a new Steve Madden deal and tech accessories that will only be available online and abroad until the new sites open next year — and the “pink label” which will carry the Kohl’s mid-level price point items.
“We want to put the coolness back into the brand and put it where the cool people shop,” Jamie Salter, chairman and CEO of Juicy Couture’s parent company, told The HuffingtonPost.
But anyone who has nostalgia for the company’s glory years need not worry: they’ll still be selling those terry cloth suits. Juicy Couture still operates online and will remain in Kohl’s stores in the US, as a part of a newer partnership, until new stores open next year. .
Will you check for the new and improved Juicy Couture?