Juicy Couture inks sportswear licensing deal with NYC Alliance

By

Gabriella Lacombe

Published
Feb 19, 2020

Authentic Brands Group (ABG) has partnered with with NYC Alliance, a multi-channel U.S. apparel company, to launch Juicy Couture sportswear. 

As part of the long-term agreement, NYC Alliance will become a marquee partner of Juicy Couture, and will design, produce, and distribute branded sportswear products for women including tees, dresses, cardigans and more, as well as new versions of Juicy Couture's famous tracksuits. 

The new sportswear pieces will include a premium assortment as well as a "second offering for wider distribution," the company said. All pieces are expected to be available at retailers and on Juicy Couture’s e-commerce platform in the fall/winter season of 2020. 

The agreement also includes distribution rights ranging from department stores to specialty retailers as well as select multi-branded e-commerce throughout the United States and Canada, the company said.   

This partnership comes after Juicy Couture experienced significant international growth in 2019, with an expansion into Europe and South Korea. The brand plans to launch in China in the spring of this year. 

“Juicy Couture is one of the foundational brands at ABG. We are pleased to appoint NYC Alliance as a partner – we have no doubt they will deliver tremendous value to the brand,” said Jarrod Weber, group president, lifestyle at ABG. “This is only the beginning of a renewed emphasis around Juicy Couture including a robust marketing strategy.”

Launched in 1990, the Los Angeles-based Juicy Couture brand and its velour track and sweat suits have been nearly synonymous with early-2000s it-girl fashion, having been sported by celebrities like Paris Hilton, Jennifer Lopez, Britney Spears and Kim Kardashian.

“Juicy Couture pioneered the track category, permeating mainstream fashion and pop culture,” said Bo Guo, CEO of NYC Alliance. “In today’s competitive landscape, it’s imperative to leverage strong, recognizable brands that sit firmly in the minds and hearts of consumers. We’re excited to partner with ABG to continue the Juicy Couture legacy and introduce the brand to a new generation of tastemakers.”

According to a MarketWatch report, the women's activewear market was valued at $124.65 billion USD in 2017 and is expected to grow at a CAGR of 8.2% during the forecast period from 2018 to 2026.