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NEW YORK — Juicy Couture just keeps thinking bigger when it comes to Manhattan.

The fashion brand, owned by Liz Claiborne Inc., will open a store on Friday here at 368 Bleecker Street, which will be its third, and biggest, New York location. The store, with 3,500 square feet of selling space, houses the entire Juicy assortment, from women’s apparel and accessories, the Couture Couture high-end collection, men’s wear and children’s wear to pet apparel and accessories.

The new flagship will be the first to house the new baby line, Juicy Baby, when it debuts for spring as well as the Couture Couture jewelry line when it launches this summer. The flagship also stands as only the second location to carry the brand’s men’s wear. The San Francisco store was the first location to have it.

The space, in a former club, is 7,500 square feet in total and is spread out over two levels, with the street level showing off accessories and Couture Couture. There is a winding staircase that takes customers to the larger lower level, where the “world of Juicy” is truly displayed.

“We love the location of our Bleecker shop. It’s on two levels, so our customer can wander through the world of Juicy with each room having its own intimate feeling,” said co-founder Pamela Skaist-Levy. “It’s right in the heart of the West Village, [which is] so charming. We love all of our neighbors: Marc Jacobs, antique shops, the Magnolia Bakery — we just love those cupcakes.”

The lower level is broken down into three rooms, each with its own cash register and set of dressing rooms. The idea, according to Skaist-Levy and her partner, Gela Nash-Taylor, is to have each room feel like a boutique on its own. The women’s apparel room is the largest area and houses the entire sportswear assortment, with plenty of kitschy decorations throughout, such as candy jars and a jumbo birdcage, which can also be seen in the company’s Madison Avenue location. In the men’s area, there is a billiard table stacked with piles of clothes. The children’s room has tiny furniture for easy lounging and lower racks and shelves for easy tot access.

This story first appeared in the January 18, 2007 issue of WWD. Subscribe Today.

The partners declined to reveal first-year sales expectations.

The new location, which brings Juicy’s freestanding store count to 20, is the brand’s first opening in 2007, with about 15 more stores expected to open in the U.S. this year. The company next will open a store in Milan on Feb. 15. In September, the 5,000-square-foot Juicy Couture world flagship will open on Rodeo Drive in Beverly Hills.

“Each of our Juicy customers has their own sense of style,” Nash-Taylor said. “Uptown, downtown, Milan, Malibu, Tokyo — it’s about personal style and having fun.”

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