At the end of June, Juicy Couture officially announced they will be closing down all of its US stores and only make the brand available at international locations.
Its definitely an end of an era, as the cali brand once so popular with stars, officially sees the end of the brands popularity in the US.
Pamela Skaist-Levy and Gela Nash-Taylor, the founders of Juicy Couture sold the company to Liz Claiborne for $53.1 million in 2003, but still remained in control of the brand. They unquestionably did amazing things with the company, making the tracksuit a must in every girls wardrobe, and left a real mark on pop culture. They had a massive celebrity following with Britney Spears, Eva Longoria, JLo, Paris Hilton and Lindsay Lohan amongst just a few of their fans. Growing up in England, I saw the craze spread throughout and everyone wanted a piece of Juicy.
However over the years, the brand hasn't reinvented itself as so many popular brands have. Their store layout as well as the clothes inside have remained the same, and over time popularity has wained.
In 2010 after a disagreement with CEO Bill McComb Skaist-Levy and Nash-Taylor left Juicy and Liz Clairborne. Liz Claiborne changed its name to Fifth & Pacific, then changed it again to the hugely popular Kate Spade & Co.
In September 2013, licensing company, Authentic Brands Group, bought the company from the then Fifth & Pacific for $195 million.
Despite the demise of the Juicy brand and the closing of its US stores, Authentic Brand Group aren't giving up and are planning to rebrand the company and open new boutiques in New York next year, temporarily named, "World of Juicy". Jamie Salter was quoted as saying he's trying to get the "Coolness back" to the brand. Going on to say
“The beach, the whole relaxed lifestyle that Juicy Couture created -- as time went on, they sort of forgot about that,”
So.. it's not completely the end of the brand in the US with the new Juicy being divided into two tiers of products. The regular products will still be sold in places like Kohl's, and the new, premium higher priced point "black label" line will be available online and the planned upcoming boutique stores. So watch this space.. perhaps in a couple of years we will all be talking about the amazing "World of Juicy" line we're all dying to get our hands on..!
Its definitely an end of an era, as the cali brand once so popular with stars, officially sees the end of the brands popularity in the US.
Pamela Skaist-Levy and Gela Nash-Taylor, the founders of Juicy Couture sold the company to Liz Claiborne for $53.1 million in 2003, but still remained in control of the brand. They unquestionably did amazing things with the company, making the tracksuit a must in every girls wardrobe, and left a real mark on pop culture. They had a massive celebrity following with Britney Spears, Eva Longoria, JLo, Paris Hilton and Lindsay Lohan amongst just a few of their fans. Growing up in England, I saw the craze spread throughout and everyone wanted a piece of Juicy.
However over the years, the brand hasn't reinvented itself as so many popular brands have. Their store layout as well as the clothes inside have remained the same, and over time popularity has wained.
In 2010 after a disagreement with CEO Bill McComb Skaist-Levy and Nash-Taylor left Juicy and Liz Clairborne. Liz Claiborne changed its name to Fifth & Pacific, then changed it again to the hugely popular Kate Spade & Co.
In September 2013, licensing company, Authentic Brands Group, bought the company from the then Fifth & Pacific for $195 million.
Despite the demise of the Juicy brand and the closing of its US stores, Authentic Brand Group aren't giving up and are planning to rebrand the company and open new boutiques in New York next year, temporarily named, "World of Juicy". Jamie Salter was quoted as saying he's trying to get the "Coolness back" to the brand. Going on to say
“The beach, the whole relaxed lifestyle that Juicy Couture created -- as time went on, they sort of forgot about that,”
So.. it's not completely the end of the brand in the US with the new Juicy being divided into two tiers of products. The regular products will still be sold in places like Kohl's, and the new, premium higher priced point "black label" line will be available online and the planned upcoming boutique stores. So watch this space.. perhaps in a couple of years we will all be talking about the amazing "World of Juicy" line we're all dying to get our hands on..!
A look back at the reign of Juicy.. oh memories..!
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