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Juicy Couture once had a bright future, as sparkling as the rhinestones affixed to its iconic velour and terrycloth sweat suits. Now, after being acquired and then spurned by Fifth and Pacific (formerly Liz Claiborne), its identity as the premier luxe loungewear brand has faded considerably.
As Lauren Sherman, writing for Business of Fashion, reports, Fifth and Pacific sold Juicy to Authentic Brands Group (ABG) in September. ABG, then, "quickly inked a deal with discount retailer Kohl's to sell Juicy Couture-branded product beginning in the autumn of 2014." Kohl's will be Juicy's sole seller; it has been dropped by all the tony retailers that carried the line in years past. Juicy's massive fleet of stores, meanwhile, will be converted to Kate Spade outposts.
Juicy's founders, Pamela Skaist-Levy and Gela Nash-Taylor, have penned a book about their unconventional success (when Juicy was at its apex, they sold it to then Liz Claiborne for a whopping $53.1 million). Titled The Glitter Plan: How We Started Juicy Couture for $200 and Turned It into a Global Brand, it will hit stands in May of next year. ABG execs, meanwhile, are optimistic that they can claw back into consumers' good graces. We want to evolve the brand, while still maintaining its roots of whimsy and fun," said their chief marketing officer. "It has the potential to have a very, very large global footprint."
· The Fall of the House of Juicy
· Juicy Couture Stores Will Be Converted Into Kate Spades [Racked]
· Retail Analyst Predicts the Death of Victoria's Secret PINK [Racked]