Global Brands Group (GBG) is to take over the management of the UK operations of Authentic Brands Group's (ABG) Juicy Couture business, in a move that is aimed at fuelling growth but will also see a number of door closures for the brand. 

ABG says Juicy Couture is currently experiencing a "notable growth spurt", led by millennials' interest in affordable luxury active fashion. This has, subsequently, led to a "rethink" of its business in Europe.

Consequently, ABG says a handful of doors will close with new retail locations and formats planned in the territory and globally.

The new strategy is designed to bolster the growth of Juicy Couture's wholesale, concession and e-commerce businesses in the UK, led by GBG, Juicy's largest global partner for fashion, footwear, and accessories. The brand's business in Greece, Cyprus, Romania and Bulgaria, meanwhile, will remain under the management of Folli Follie.

Juicy Couture is currently available in over 25,000 points of sale in 94 countries across key women's and girls' lifestyle categories including apparel, accessories, jewellery, footwear, and fragrance. The brand also operates around 240 branded retail destinations across fashion and luxury markets.

"In conjunction with our brand partners, ABG has employed a concentrated, long-term effort to refresh and revive the brand for Juicy girls around the world," says Nick Woodhouse, president and CMO of ABG.

"Our efforts are paying off as Juicy Couture has experienced growth in all aspects of the brand including points of sale, number and strength of licensing partners, social media reach and engagement, and A-list taste-maker support. We are excited to join forces with our partners to fuel growth for the brand in the UK."