Juicy Couture to relaunch in India in partnership with BCL
Iconic Los Angeles lifestyle brand known for defining early 2000s casual luxury with its velour tracksuits and bold style, Juicy Couture is making a strong comeback in the Indian market through a 15-year licensing agreement with Brand Concepts (BCL).
The partnership focuses on designing, manufacturing, and distributing handbags and lifestyle accessories specially curated for India. Starting with handbags is a strategic move to understand Indian luxury consumer preferences, build brand awareness, and gradually prepare for the launch of its signature velour apparel collection.
Currently, Juicy Couture is present in over 41 Shoppers Stop locations nationwide. The brand will soon open its first standalone store in India at Phoenix Palassio Mall in Lucknow this May, according to Abhinav Kumar, CEO and co-founder of Brand Concepts.
BCL’s extensive experience handling global brands like Tommy Hilfiger, United Colors of Benetton, and Aeropostale gives them a strong foundation for managing Juicy Couture’s India strategy.
The brand’s relaunch is backed by a robust digital campaign that has garnered over 2 billion impressions. Collaborations with celebrities like Chitrangada Singh and top influencers have further amplified its reach.
Initially, the collection features handbags like satchels, hobos, totes, and clutches, along with travel gear and lifestyle accessories such as hats and scarves. Apparel, including the highly anticipated velour tracksuits, will follow once Juicy Couture establishes a strong presence.
The brand’s products will be available across multiple channels, including Juicy Couture’s dedicated Indian website, Bagline, and leading platforms like Tata CLiQ Luxury, AJIO Luxe, and Myntra Luxe, ensuring nationwide accessibility.
