Juicy Couture Partners With NYC Alliance for Sportswear

Juicy Couture, owned by Authentic Brands Group, has forged a licensing agreement with NYC Alliance, a vertically integrated, multichannel U.S. apparel company. NYC Alliance will design, produce and distribute Juicy Couture sportswear for women, including Ts, dresses, cardigans and the signature tracksuit for the U.S. and Canada. The agreement includes distribution rights ranging from department stores to specialty retailers, as well as select multibranded e-commerce throughout the U.S. and Canada. The previous licensee was Global Brands Group. For fall, there will be a tight collection under NYC Alliance, with a more robust assortment for holiday. The line will be shown in NYC Alliance’s showroom at 1411 Broadway, 15th floor, in New York. Prices haven’t been determined. This partnership comes as Juicy Couture, established in 1997, has experienced substantial international growth, expanding into Europe and South Korea last year. In addition, Juicy Couture is poised to launch in China in spring 2020. ABG secures partners for core product categories in each market. “Juicy Couture is one of the foundational brands at ABG…we have no doubt they [NYC Alliance] will deliver tremendous value to the brand,” said Jarrod Weber, group president, lifestyle at Authentic Brands Group. “This is only the beginning of a renewed emphasis around Juicy

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