Juicy to Break into South Korea

Authentic Brands Group has partnered with lifestyle brand Shinsegae International to expand its Juicy Couture brand in South Korea.

Shinsegae International specializes in retail development and brand building in addition to its lifestyle endeavors.

The deal will see Shinsegae International help to launch 10 shop-in-shops at major department stores across the region by 2020.

Fifty additional shop-in-shops are set to open by 2024. The first outfit is set to open in August. In addition, Shinsegae International will create a line of Juicy Couture ready-to-wear, activewear, intimates, handbags, footwear and accessories exclusively sold in South Korea.

The apparel line will take cues from Juicy Couture’s California roots and streetwear trends.

“ABG’s partnership with Shinsegae pairs a great brand with Korea’s premier retailer; this is exactly the kind of synergistic partnership that will build the Juicy brand and make it available to young Korean woman, which will provide Shinsegae an opportunity to expand its position with one of America’s great fashion brands,” says Jarrod Weber, president, brand, ABG and owner, Juicy Couture.

Shinsegae International plans to launch an e-commerce destination at SIVillage.com this year to expand the distribution of Juicy Couture’s exclusive Korean collection.

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