Retailer Jaeger is back in fashion as online revamp pushes up sales

 
Kasmira Jefford
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JAEGER said efforts to turn itself around were starting to pay off as the 130-year-old fashion retailer said that sales over Christmas jumped by almost a third.

Like-for-like sales rose 23 per cent in the 13 weeks to 28 December thanks to changes to its website, which helped boost online sales by 57 per cent.

Coats and outerwear –up 40 per cent ­– also performed well.

Jaeger, which was bought by private equity firm Better Capital in 2012, is undergoing a dramatic overhaul to help stem losses and revive sales.

The group is revamping all of its shops including its Regent Street flagship. It is also on track to wind-up all of its sub-brands including its younger fashion line Jaeger Boutique by April.

Chief executive Colin Henry, who joined in June last year, told City A.M.: “It is not going to become a older brand – far from it...its a concerted push to put efforts behind core of the business”.

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