Juicy Couture aims to re-take 'athleisure' market

Before Lululemon and many others started selling "athleisure" apparel, Juicy Couture started the trend in the 1990s. Now the brand and retailer plans a comeback.

The company says it expects to open 133 stores (through its various licensing partners) during the next five years, according to Women's Wear Daily. Juicy will open 31 international locations in eight countries this year, the report said. Three of the countries — India, South Africa and Azerbaijan — will be new market entries for the brand.

Lululemon, Foot Locker and many other retailers have been racing to tap the "athleisure" market, comprised of mostly Millennial shoppers who want fashionable, dressed up sweats and exercise clothing as their casual go-to clothing for both leisure and work. Athleisurehas become one of the hottest selling apparel categories in recent years.

Currently, Juicy Couture operates 199 freestanding stores overseas. In addition, it also operates outlet stores and shops-in-shop in select department stores across 60 countries, including the U.S.