American fashion and bridge-to-luxury brand Juicy Couture is all set to expand its presence in India. After being well received by Indian customers in categories such as apparel and perfumes, it is now set to launch its handbags, travel gear, and lifestyle accessories in India from March 20 onwards.
Juicy Couture will introduce its handbags, travel gear, and other lifestyle accessories in collaboration with Brand Concepts Ltd. Abhinav Kumar, Co-founder & CEO of Brand Concepts Ltd., told CNBC-TV18 that the American label is targeting the growing Indian market and the increasing appetite for fashion brands.
“India’s rapidly expanding consumer market, especially its growing middle class with increasing disposable income, makes it an attractive destination for international brands. The rising demand for fashion and lifestyle products in India creates a significant opportunity for brands like Juicy Couture. Juicy Couture has strong brand recognition and a history of being a trend-setting brand. This aligns well with the Indian market, where demand for such products is growing. Brand Concepts Ltd. is dedicated to expanding its portfolio in the thriving fashion bags and accessories market in India, and this collaboration is a testament to that,” said Abhinav Kumar.
“Juicy Couture in India aims to generate approximately ₹50 crore in retail value over the next three years,” Kumar added.
A globally renowned brand known for its trendy fashion, bold use of colors, playful designs, and glamorous aesthetic, Juicy Couture, as a bridge-to-luxury brand, will compete with others operating in a similar space and price range, such as Calvin Klein, Da Milano, and Guess. However, it claims to differentiate itself with its distinctive design language and fun, vibrant color palette.
Interestingly, this is not the first time Juicy Couture has entered India. The brand already has a presence in categories like apparel and perfumes but will now launch its handbags, travel gear, and lifestyle accessories for the first time.
While Brand Concepts did not disclose the specifics of its investment and deal with Juicy Couture, it stated that it is making “a significant investment into the brand to curate the best merchandise for the discerning Indian consumer.”
“We are also investing in creating standalone stores along with shop-in-shops in prime retail destinations across India. Additionally, we are allocating substantial funds to market the brand in India through celebrity collaborations and a strong digital presence,” Kumar added.
The first standalone store will open soon in Lucknow, followed by others in metro and Tier-1 cities. “Apart from standalone stores, Brand Concepts will also launch shop-in-shops with our esteemed partner, Shoppers Stop, at more than 40 locations, featuring Juicy Couture products. Additionally, the brand will be retailed through our own network of Bagline stores,” Kumar said.
According to the rollout plan, Juicy Couture will first launch handbags, expected to be the cornerstone of its market introduction. Following this, the brand will introduce its travel gear and expand its lifestyle accessories portfolio.
Brand Concepts Ltd. owns BAGLINE, House of Luxury Bags, a premier multi-brand destination for luxury travel gear and lifestyle accessories in India. Established as a sister brand to Brand Concepts Ltd., BAGLINE focuses on providing high-quality products from renowned international and domestic brands. Founded in 2007 and based in Indore, Brand Concepts Ltd. is a publicly listed company (NSE & BSE) known for its expertise in manufacturing and retailing bags, travel gear, and fashion accessories for both Indian and international markets.
The company also collaborates with international brands such as Tommy Hilfiger, United Colors of Benetton, and Aeropostale. In addition to these partnerships, it owns brands like Sugarush and The Vertical.
Its product range includes luggage trolleys, backpacks, business cases, wallets, belts, women’s handbags, and other fashion accessories.
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