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JCPenney launches Juicy by Juicy Couture

By Kristopher Fraser

Sep 23, 2021


Image: JCPenney

JCPenney has launched Juicy by Juicy Couture, a new brand expansion from Juicy Couture, the athleisure popularized by early ‘00s celebrities. Juicy by Juicy Couture offers women’s and kid’s apparel, shoes, sleepwear, watches, and accessories. The new women’s collection, featuring a unique spin on the brand’s signature track suit, is now available in 500 JCPenney stores and online at jcp.com/juicybyjuicy.

“We are thrilled to unveil Juicy by Juicy Couture and offer our customer a new, glamorous lifestyle brand to shop,” said Michelle Wlazlo, executive vice president and chief merchandising officer of JCPenney, in a statement. “At the heart of JCPenney, we stand for quality, value, and style, and promise inclusive and affordable fashion for our customers. The launch of Juicy by Juicy Couture delivers on that promise and highlights the diverse style offered only at JCPenney.”

“For more than two decades, Juicy Couture has brought iconic LA style and attitude to consumers around the world,” said Jarrod Weber, group president of lifestyle and chief brand officer of Authentic Brands Group, owner of the Juicy Couture brand, in a statement. “Juicy by Juicy Couture combines distinctive design elements and styling that pay homage to the brand’s unique ethos. This launch marks an exciting era in fashion for Juicy at JCPenney and we are extending the brand to a new fanbase.”

The Juicy by Juicy Couture features bold colors, prints, patterns, and track silhouettes. The inclusive collection for women is available from XS-3X. The women’s assortment is already available online and in-store, with expansion in baby and kid’s apparel, women’s and kid’s sleepwear, footwear, home, and accessories throughout 2021.