Californian casualwear label Juicy Couture has opened its first store in Italy. It is located in the Scalo Milano Outlet & More, a shopping center in the Locate Triulzi district of Milan.
The location will serve as an exclusive flagship store for the brand. He stocks a selection of clothing, bags and the typical velor tracksuits.
Juicy Couture’s Italian business is managed by local sales partner Eastlab. The company holds the European production and distribution license for bags and accessories.
Eastlab was behind the brand’s official relaunch in Italy last year. The company opened a series of pop-up stores and partnered with department store chain Coin. Sales also take place via several multi-brand locations.
The new opening in Milan was preceded by media reports that the brand was also considering a retail expansion in London. This points to a broader growth strategy.
Rajiv Batra, director of the Batra Group, told trade magazine Drapers that Juicy Couture is eyeing a new store in London next year. Details are expected to be published by March or April 2026.
Other locations are also being examined, Batra added. Batra Group holds the licensing rights for the brand in the UK and other European markets.
Juicy Couture returned to brick-and-mortar retail in Great Britain in 2024 with the opening of its first store. The company previously closed its stores in the country over seven years ago to focus on wholesale, e-commerce and concession spaces as part of a realignment.
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