Global Brands Group and Folli Follie will manage the fashion brand in the U.K., Greece, Cyprus, Romania and Bulgaria.

Authentic Brands Group has revealed plans to further grow the wholesale, concession and e-commerce business of the Juicy Couture fashion brand in the U.K.

As part of the renewed strategy, Global Brands Group–Juicy’s largest global partner for fashion, footwear and accessories–will take on the management of the brand’s U.K. business. Meanwhile, the brand’s business in Greece, Cyprus, Romania and Bulgaria will remain under the management of Folli Follie.

Furthermore, a handful of stores in the U.K. will be closed; however, new retail locations and formats are planned in the territory and around the world.

“In conjunction with our brand partners ABG has employed a concentrated, long-term effort to refresh and revive the brand for Juicy girls around the world,” says Nick Woodhouse, president and chief marketing officer, ABG. “Our efforts are paying off as Juicy Couture has experienced growth in all aspects of the brand including points of sale, number and strength of licensing partners, social media reach and engagement, and A-list taste-maker support. We are excited to join forces with our partners to fuel growth for the brand in the U.K.”