Authentic Brands Group’s Juicy Couture label saw a key development on Monday as it unveiled its latest store in what’s a return to physical retail in the UK.

The 1,200 sq ft space at Westfield Stratford City includes Juicy Couture’s well-known elements from previous Juicy stores, such as slogans, graffiti-inspired artwork and neon lighting with bursts of black and pink. Highlights include a metallic runway and a “pink boudoir for consumers to explore and try new products”.

In addition to the brand’s latest styles, the store will also showcase the festive season campaign and collection, Once Upon a Time. This collection “fuses Juicy’s early 2000s ‘It’ girl aesthetic with whimsical fairytale charm, featuring a range of styles from pyjama sets to intimates”. 

Fronted by Cindy Kimberly, the campaign will be highlighted in the store’s opening window display and will run throughout the season.

Rajiv Batra, director of Juicy Couture’s license holder for the UK and Europe, the Indian giant Batra Group, said: “Spanning more than two decades, Juicy Couture’s enduring legacy has gained the brand a loyal following throughout the world. This new space presents a modern take on Juicy Couture’s eclectic previous store concepts and perfectly encapsulates the brand’s unique approach to fun and casual glamour.”

Founded in 1995, Juicy Couture became synonymous with the velour tracksuit, a defining product of the early 2000s that was a celebrity and consumer favourite.

But Authentic — which paid $195 million for the business in 2013 — shuttered its US stores soon after. While international stores stayed opened at first, more eventually closed as Authentic focused on online sales rather than physical. 

Yet its revival plan has seen a return to bricks-and-mortar and the brand is now available in 60+ standalone stores and select department stores in 94 countries throughout North America, Europe, Asia, Latin America, Africa and the Middle East. Its fragrances are also available in 25,000 points of sale.