The iconic 90s fashion brand Juicy Couture is set to make a dramatic return to the UK high street, nearly a decade after closing all of its British stores.
The London Expansion Plan
Fresh from successfully storming back into the UK fashion market, Juicy Couture is planning to launch several new shops in the capital city next year. According to Batra Group director Rajiv Batra, who spoke exclusively to Drapers magazine, the retailer will launch a new London shop next autumn, but not before, explaining that sales are typically skewed 60-65% toward the autumn season.
While the exact locations of these new London stores remain under wraps, more details are expected to be revealed by early spring next year. This expansion marks a significant turnaround for the brand that became famous for its glittery logo tracksuits and defined 2000s fashion.
Current UK Presence and Store Experience
Juicy Couture currently operates just one branch in the UK at Westfield Stratford City, which opened in December 2024. The 1,200 square foot space has been drawing customers from across Britain who want to immerse themselves in everything Juicy Couture.
The brand describes the store as blending iconic elements from previous Juicy locations, including signature slogans, graffiti-inspired artwork and neon lighting with modern touches like bursts of black and pink. According to The Sun, the store also features a metallic runway and a pink boudoir area where shoppers can try out new products.
A Dramatic Turnaround Story
This retail expansion represents a remarkable reversal of fortune for Juicy Couture. The company shut all of its high street locations in May 2017 as part of a strategic shift toward wholesale, ecommerce, and concessions. The challenging market conditions of 2017 also saw the brand remove all of its concessions from prestigious department stores including Harrods, Selfridges, and the then-popular chain Topshop.
Juicy Couture's resurgence appears to be part of a broader trend of companies fighting back against the demise of the high street. Only last week, Poundland announced it was reopening six of its stores that had previously been shut down, including the Perry Barr location which welcomed customers back after closing on November 2.
The Poundland branch was able to reopen after reaching a new agreement with the site's landlord, suggesting that changing retail conditions might be creating new opportunities for brands to return to physical stores.
