Hong Kong-based Global Brands Group is taking over the management of Juicy Couture in the UK market.
The move comes as part of a strategy to bolster the growth of the brand’s wholesale, concession, and ecommerce businesses in the UK following a revival of the label.
Last month it emerged that the brand was to close its UK stores.
Global Brands Group is Juicy Couture’s largest global partner for fashion, footwear, and accessories, while the brand’s business in Greece, Cyprus, Romania and Bulgaria will remain under the management of Folli Follie.
Global Brands Group’s portfolio of brands it has under licence includes Calvin Klein, Tommy Hilfiger and Under Armour.