Authentic Brands Group (ABG), parent company of the Juicy Couture brand, has signed a long-term license agreement with London-based apparel and accessories company, The Batra Group. With this change, the brand aims to introduce a new range of apparel, accessories, footwear and handbags targeted towards the European market for the Spring/Summer 2020 season. ABG’s president Jarrod Weber expressed in a statement:
“As the Juicy Couture brand continues to grow and evolve, it is our priority to enlist industry-leading partners in key brand territories to expand the business and design product that is authentic to the brand’s DNA and meets the needs of the Juicy Girl.”
According to WWD, the Batra Group will be creating an exclusive collection for the brand with designer Amy Gibson, who is well-known for her work with Beyoncé and adidas for Ivy Park. The designs, inspired by streetwear, will fuse bold colors with Juicy Couture’s signature Los Angeles style including the iconic velour tracksuits along with tailored suits and coats. The Batra Group will be distributing this special collection throughout Europe both on and offline.
Europe is not the only target for Juicy Couture. Last December, ABG signed with Korean fashion and lifestyle company Shinsegae International to further enter the South Korean industry. By the end of next month, Shinsegae is planning to open 23 shop-in-shops in the company’s major department stores, and 50 additional shops by the end of 2024. Juicy Couture will also be launching exclusive collections at Shinsegae’s e-commerce platform, SIVillage.com.
While you’re here, read about Roberto Cavalli’s recent changes of being acquired by a Dubai-based company.