Juicy Couture gets flagship trading with stunt start

Juicy Couture opened its new flagship store in the third week of July in the prestigious West End. Located at 198 Regent Street, the store reflects the updated brand aesthetic led by LeAnn Nealz, president and chief creative officer.

Most notably, everything from flooring to fixturing has been manufactured in the U.K., with the exception of the store’s signature palm tree mouldings, which were created in California.

“We love London!” said Ms. Nealz. “The interior of the new shop is influenced by the Regent style and is a great addition to the West End’s premier shopping street. The store really celebrates this city, a place near and dear to Juicy’s heart—it’s the perfect mix of LA and London.” There is no shortage of authenticity to the 2,375 square foot Grade II listed location.

The bronze storefront, dating back to the 1920s is one of the original few remaining on Regent Street. Visitors enter by way of a newly added antiqued bronze door. A sweeping marble staircase encircles the newly restored wrought iron lift and the original pavement lights have been given the Juicy treatment with a bright pink lacquer finish. New highlights include the black and white Italian marble checkerboard floor and oversized furniture, which create a residential environment of casual luxury, a feeling further enhanced by the entrance’s bespoke crystal chandelier.

While all design aspects of the flagship are unique to London, this location has inspired new merchandising components, which will roll out to stores throughout the United States when they are “Re-Coutured” in the coming months. Re-Coutured stores will offer similar London details, such as the stripe and floral print wallpaper (inspired by Ms. Nealz’s personal collection of vintage fabrics) found in the spacious dressing rooms, the signature palm tree mouldings, a new tracksuit wall, brass fixturing, a lighter color palette, and jewel box atmosphere.

Since the store debuted in time for London’s Olympic games, the window displays celebrate the Games as only Juicy can. Mannequins arranged in a synchronized swimming vignette sport “Choose Juicy” gold foil T-shirts over bikini bottoms and floral bathing caps.

“I always look forward to the Olympics for the sheer fun and excitement of it all,” said Ms. Nealz. “We are thrilled with the timing of this opening, as it coincides with a an event that creates global unity. We are very proud to be able to offer our collection to girls all around the world, from Regent Street to Beijing and beyond.”

The entire Juicy Couture lifestyle will be showcased throughout. Categories include women’s, girls, baby apparel, accessories, fragrance and jewelry.  The Bird collection lives in its own environment on the mezzanine level.

The store opened with a flourish: A team of stylish moped riders lined up outside the store along with a photoshoot starring Cheryl Cole.