JCP exclusives get Juicy

Retailer launches exclusive Juicy Couture collection for fall and throughout the year with women’s, kid’s and accessories items.
Dan Ochwat
Executive Editor
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Adding to its growing apparel collection, JCPenney is rolling out an exclusive collection of Juicy Couture athleisure items this fall for women, kids, shoes, sleepwear, watches and accessories all rooted in the Los Angeles-based Juicy Couture style.

a woman posing for the camera
Michelle Wlazlo

The line is Juicy by Juicy Couture for JCPenney that is available in 500 JCPenney stores and online. The collection is a way to bring a more accessible version of the clothing to shoppers.

“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, JCPenney. “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.”

Wlazlo recently sat down with Store Brands to discuss the company’s unprecedented launch of 13 refreshed or brand-new store brands to the department store.

New launches include the Thereabouts children’s apparel line, the “most inclusive brand” it's ever launched, with materials accounting for kids with sensory needs, gender-neutral pieces and inclusive sizes. There’s also Ryegrass, a luxurious women’s line, the Xersion athletic line, Loom + Forge and Linden Street in home goods, Stylus in athleisure and more.

With the Juicy Couture offshoot, the retailer is bolstering its fall fashion with the popular loungewear, joggers, leggings, cropped sweatshirts, hoodies and more in bold colors, prints and patterns. The inclusive collection for women is available from XS-3X and is available online on Sept. 23, with an expansion in baby and kid’s apparel, women’s and kid’s sleepwear, footwear, home, and accessories throughout 2021. Additionally, there will be gift sets for the holidays.

“For more than two decades, Juicy Couture has brought iconic LA style and attitude to consumers around the world,” said Jarrod Weber, group president lifestyle, chief brand officer, Authentic Brands Group (ABG), owner of the Juicy Couture brand. “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.”