It seems like Kohl's is taking over a famous luxury brand and bringing it to the masses. Kohl's Corporation and Authentic Brands LLC is bringing Juicy Couture women’s and girls apparel, fashion accessories and home collections to all its stores across the nation beginning next fall of 2014.
“Juicy Couture is a proven casual luxury brand synonymous with glamour and fun, a combination we know will excite and delight our customers,” said Peggy Eskenasi, Kohl’s senior executive vice president of product development. “Expanding our portfolio with this dynamic partnership strengthens Kohl’s position as a style destination and furthers our mission to bring our consumers world-class brands at a great value.”
Already in Kohl's stores are luxurious brands known world wide like Vera Wang, Jennifer Lopez, Daisy Fuentes, Candie's, Rock & Republic amongst others and now it can add Juicy Couture to its roster.
“Our partnership with Kohl’s allows us to build on Juicy Couture’s powerful, contemporary heritage and bring the brand, long-recognized as a glamorous wardrobe staple, to loyal and fashionable Kohl’s shoppers,” said Jamie Salter, chairman and chief executive officer, Authentic Brands Group, LLC. “Designed in New York, the collections will combine the very recognizable aesthetic with the signature style of Juicy Couture.”
This move comes on the heels of Fifth & Pacific Cos selling the brand to Authentic Brands LLC back in October after Juicy Couture saw a drop in sales. Is this a forward moving trend for luxurious brands to reach a stronger market by selling out to mass department store retailers as a way to save their brand? Leave a comment and let's discuss!
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