Jul. 15th, 2013

Juicy Couture Duo Wants to Buy Their Brand Back

Juicy Couture founders and designers Pamela Skaist-Levy and Gela Nash-Taylor are ready to take back their brand. They sold Juicy Couture to Liz Claiborne, (now named Fifth & Pacific Companies Inc.) the company that currently owns Lucky Brand, Kate Spade, and the aforementioned Juicy Couture. Juicy is up for bids at the moment and the girls want it back. WWD reports that Fifth and Pacific is currently seeking $300 million, $70 million more than the $230 million price they purchased it at in 2003. Skaist-Levy and Nash-Taylor have been seeking investors and are looking to make a bid on the label they created.

While the brand has been more commonplace in recent years, the duo could give it the creative kick it’s been lacking since their departure. Since the huge phenomenon of pink tracksuits (and those killer UGG boots, hello 1999) Juicy Couture hasn’t had a real “it” moment. “If anyone can turn the brand around and give it back its energy, they can,” said Gary Wassner, co-ceo of Hilldun Corp., WWD reports. “They know who they are designing for. The product never evolved once they left the company.” With their second brand, Skaist-Taylor, getting rave reviews when it debuted last year, the two designers could easily revive Juicy Couture to the brand it was when it started. It’s just a matter of acquisition.
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