Juicy Couture has recently entered into a new 10-year long-term franchise partnership with ImagineX Group to position itself as a contemporary lifestyle brand in China.

The California-based fashion brand teams up with ImagineX, a top brand management and distribution company in Asia, expecting the Juicy Couture brand to develop new product lines and establish more stores throughout Asia.

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Juicy Couture is known across Asia for its distinct style and California-inspired designs. For its part, ImagineX has enabled the brand's offerings, through product design and development, to be adapted into its unique market in China and other Asian countries.

In 2006, ImagineX acquired Juicy Couture for Greater China and Southeast Asia. At present, over 80 stores are operational in Macau, Hong Kong, mainland China, Taiwan, Malaysia, Thailand, and Singapore.

The business partnership proved fruitful to Juicy Couture, and its continuous growth has been attributed to the two companies' collaborative efforts. The new 10-year franchise partnership with ImagineX is expected to turn Juicy Couture into a global lifestyle brand, with greater emphasis on brand extensions.

Certain additions to the brand have been announced, including Intimates and Juicy Couture Girls. Next year, the company will launch a new footwear collection that will be created by Steve Madden.

Other brand offerings will be developed, such as swimwear, eyewear, watches, and fragrance, among others.

Plans for freestanding stores in the next few years are in the works as well. Over 40 points of sale can be expected in strategic locations; wholesale online accounts are also likely to boost Juicy Couture's reach across China and other Southeast Asian countries.

In May, it was announced that Juicy Couture will be closing more than 100 outlets and shops in the U.S., but its operations in over 60 international locations will continue.

While the brand is gearing up for its new developments in Asia, loyal customers of Juicy Couture in the U.S. can look forward to its re-launch next year.

TagsJuicy Couture, ImagineX, Franchise partnership, Juicy Couture China