Los Angeles-born lifestyle brand Juicy Couture opened a new store on May 11, 2026, at Lake Shore Mall in the Kukatpally area of Hyderabad. Within India, this follows stores in Mumbai (Skycity Mall) and Lucknow (Phoenix Pallasio Mall), and marks its first entry into South India.
Operations are handled by Brand Concepts Limited, while the brand license is managed by Authentic Brands Group (ABG). It's a strategic move to shift from an accessories-centered lineup to a full-fledged apparel line.
The new store is located at Unit No. GF-20 on the ground floor of Lake Shore Mall. The address is Lake Shore Mall, Y-Junction, Kukatpally, Hyderabad 500072.
In addition to its established handbags and accessories, the store fully rolls out a ready-to-wear collection including the brand's iconic velour tracksuits, T-shirts, and tank tops. Sizing runs a wide XS to 3XL, catering to the diversity of body types among Indian consumers.
Abhinav Kumar, co-founder of Brand Concepts, commented that as a brand fusing style with individuality, it resonates strongly with India's fashion-conscious segment.
| Store | City | Location | Form |
|---|---|---|---|
| Mumbai store | Mumbai | Skycity Mall | Standalone store |
| Lucknow store | Lucknow | Phoenix Pallasio Mall | Standalone store |
| Hyderabad Location | Hyderabad | Lake Shore Mall, Kukatpally | Standalone store |
| Shop-in-shop | Multiple cities | Various Shoppers Stop locations | In-shop |
The velour tracksuit synonymous with Juicy Couture sparked a worldwide boom in the early 2000s after being worn by Paris Hilton and Jennifer Lopez. In the 2020s, Y2K (2000s-revival) fashion has reignited globally through TikTok and Instagram. In India too, the same trend is spreading, mainly among people in their 20s.
India's aspirational fashion market is estimated at $4.5 billion, and the premium athleisure segment is projected to grow 15% in 2026. Juicy Couture is riding this trend wave, aiming to expand per-store sales by extending its category from accessories alone into apparel more broadly.
Indian Retailer magazine reported Juicy Couture's Hyderabad opening as "part of Brand Concepts' portfolio-expansion strategy," noting that the company is growing into a platform business bringing multiple Authentic Brands Group brands into the Indian market.
DFU Publications assessed that "the shift from an accessories-heavy lineup to full-line apparel could fundamentally change Juicy Couture's revenue structure in India," and also remarked on the XS–3XL sizing, saying it "successfully localizes the brand's California heritage."
EquityBulls covered the story in connection with the share-price movements of listed company Brand Concepts Limited, suggesting the Hyderabad opening could have a positive effect on the company's earnings outlook.
Juicy Couture's India rollout model offers three lessons as a reference case for Japanese fashion brands entering the market.
First is the scheme of appointing a listed Indian company like Brand Concepts as master licensee. Rather than setting up its own India entity, granting the brand license to a local company and letting it shoulder store openings, inventory, and staffing minimizes risk.
Second is aggressive store openings in Tier-2 cities (Lucknow, Hyderabad). The strategy of securing first-mover advantage by getting into regional-hub-city malls early, not just Delhi and Mumbai, is also applicable to Japanese brands.
Third is the use of nostalgia marketing. The Y2K boom resonates with India's own generation too, leaving room to bring Japanese contexts like "Heisei retro" or "90s street style" into India.
In India's fashion retail market, at least 6 foreign brands are planning to enter newly in 2026 alone, and competition is intensifying. TAG Heuer opens a franchise boutique and Nothing opens a flagship store— these and other examples show active investment in brand-run direct retail even outside the fashion category.
Brand Concepts is expected to keep bringing brands from Authentic Brands Group's portfolio into India going forward, and its trajectory serves as a benchmark for Japanese brands considering entry into India.
| Item | Details |
|---|---|
| Store name | Juicy Couture Lake Shore Mall store |
| Location | Unit GF-20, Lake Shore Mall, Y-Junction, Kukatpally, Hyderabad 500072 |
| Opening date | May 11, 2026 |
| Merchandise | Apparel (velour suits, T-shirts, etc.), handbags, accessories, travel gear |
| Sizing | XS–3XL |
| Operations | Brand Concepts Limited (master licensee) |
| Licensor | Authentic Brands Group |
Juicy Couture's Hyderabad opening is a rollout that captures the moment where Y2K nostalgia intersects with fashion demand among India's younger generation. The model of using Brand Concepts as licensee functions as a mechanism for spreading the brand across India while keeping the company's own risk low.
For Japanese apparel brands, direct contact with Authentic Brands Group or Brand Concepts, or an approach to mall-leasing contacts in Tier-2 cities, is a concrete action for entering India.
Source:
RECENT
2026.09.24Bridgestone India’s 30th-anniversary film builds on the founder’s motto2026.09.24Flipkart’s move: putting the two meanings of "BBD" on Kolkata buses2026.09.24Veteran fertilizer maker KICL enters beverages with coconut water, starting in three South Indian states2026.09.24Pinit delivers saris in under 45 minutes, setting up a mirror and lighting at the customer’s home to choose fromCONTACT
Considering entering the Indian market?
Building on the developments on the ground covered in this article, we will suggest an approach that fits your products.
Book a free consultation →SOJAPAN
We support Japanese companies entering India, from market research through local partner development, test sales, and import.