After the closing of their boutiques in the US, Juicy Couture is extending their partnership with ImagineX, an Asian retail brand management and distribution company. Now that the brand has a new owner, Authentic Brands Group they plan to regroup and expand by opening 40 key locations specializing in childrenswear and loungewear.
Famous for their velour jumpsuits, this will hopefully put the brand back on the fashion scope. By continuing their partnership with ImagineX, a relationship they’ve had since 2006, Authentic Brands Group can extend the brand further in Asia. Since the relationship, they’ve opened some 80 branded locations across Asia with more to come.
The partnership is contracted for 10 years with the opportunity for another 10 years. With the focus on brand extensions such as Juicy Black Label and a budding shoe collaboration with Steve Madden, which will launch in 2015 this may be just what Juicy Couture needs.