Juicy Couture reopens physical retail in the UK after seven-year hiatus.
- The new store at Westfield Stratford City offers a 1,200 sq ft immersive experience.
- Design elements include graffiti artwork, neon lighting, and a metallic runway.
- The store highlights the holiday campaign ‘Once Upon a Time’, with themed products.
- The UK retail strategy shifted in 2017, focussing on ecommerce and concessions.
Juicy Couture has re-entered the UK retail market after a seven-year absence, unveiling a new store at Westfield Stratford City. The 1,200 sq ft location provides an immersive experience for customers, embracing the brand’s known casual glamour that combines iconic and modern elements. The brand continues to attract a loyal following, offering a blend of classic and contemporary designs.
The store’s interior design is noteworthy, merging historic Juicy Couture concepts with modern aesthetics. Customers can explore a space enriched with slogans, graffiti-inspired artwork, and neon lighting. Adding to the uniqueness of the store are a metallic runway and a pink boudoir, which aims to offer a distinctive shopping experience.
In alignment with Juicy Couture’s brand image, the store showcases its holiday campaign titled ‘Once Upon a Time’. This collection draws inspiration from the early 2000s IT girl style mixed with fairytale themes, featuring a variety of clothing such as pyjama sets and intimates. The campaign reflects the brand’s distinct style and broad appeal.
Juicy Couture’s strategic retreat from UK physical stores occurred in 2017, following market challenges and a shift towards ecommerce and concessions. Previously, the brand closed flagship stores on Regent Street and in Westfield White City, as well as concessions in major retailers such as Harrods and Selfridges. This move was part of a broader plan to revamp the brand through new channels.
Two years post-retreat, the Juicy Couture brand, under the management of Authentic Brands Group, signed a licensing agreement with The Batra Group to re-establish distribution in the UK and Europe. Rajiv Batra from The Batra Group highlighted the brand’s enduring legacy and excitement in bringing back a physical presence in London. This move aligns with Juicy Couture’s strategy to offer a revitalised in-store experience.
Juicy Couture’s return to the UK physical retail space marks a strategic evolution in the brand’s approach to blending traditional allure with modern retail strategies.
