Juicy Couture is reestablishing its physical retail presence in the UK after a seven-year hiatus.
- The 1,200 square foot store in Westfield Stratford City offers an immersive brand experience.
- The store’s decor features iconic elements such as slogans, graffiti-inspired artwork, and neon lights.
- The brand’s holiday campaign, ‘Once Upon a Time,’ will be spotlighted in the store.
- Juicy Couture’s UK return follows strategic shifts towards wholesale and online shopping.
After a seven-year absence, Juicy Couture is making a notable return to the UK retail landscape with the opening of a new 1,200 square foot store at Westfield Stratford City. The store promises to deliver an immersive experience that blends the brand’s signature casual glamour with modern enhancements. This includes familiar elements like slogans, graffiti-inspired artwork, and vibrant neon lighting contrasted with modern touches of black and pink.
In addition to its unique aesthetic features, the store boasts a metallic runway and a pink boudoir, inviting customers to explore and engage with the brand’s latest offerings. The store also aims to captivate visitors with its holiday campaign, ‘Once Upon a Time,’ which integrates Juicy’s early 2000s IT girl style with a whimsical fairytale twist. This collection offers a variety of products from pyjama sets to intimates.
The closure of Juicy Couture’s UK stores back in May 2017 was part of a strategic shift towards wholesale, e-commerce, and concessions, reflecting broader challenges within the market at the time. Notably, this included the shutdown of concessions in Harrods, Selfridges, and Topshop, marking a significant change in the brand’s retail approach.
Over the past years, Juicy Couture’s operations in the UK were handled by Hong Kong-based Global Brands Group, the brand’s largest apparel partner at that time. However, management and distribution responsibilities shifted in 2019 when Authentic Brands Group signed a licensing agreement with The Batra Group to oversee the UK and European markets.
Rajiv Batra, director of The Batra Group, expressed enthusiasm about the brand’s physical retail comeback in London, emphasizing the long-standing loyalty of Juicy’s fan base and the exciting prospects of offering an in-person shopping experience once again.
Juicy Couture’s return to UK retail marks a significant milestone in its ongoing brand evolution.
