UK's Jaeger expands store presence as part of the M&S family

From April, customers will be able to shop Jaeger in M&S stores across the UK and Ireland, both returning the brand to locations where it formerly had a strong presence including Kingston, Oxford and York - Vangarde and opening in new areas. The M&S stores will offer bespoke Jaeger sections, featuring a curated collection of products, changing rooms, seating areas, and till points, as well as dedicated Jaeger style experts on hand to assist customers. The expansion will offer more customers the opportunity to discover the tangible quality of stylish Jaeger products in store, the company said in a press release.

The store expansion is the next chapter of Jaeger as part of the M&S Family and follows an encouraging early customer response on M&S’ website and a successful trial in a number of stores across the UK. Since the relaunch in October, Jaeger’s reputation for wool coats continued with 250,000 coats sold throughout Autumn and Winter, whilst the vintage inspired black and white collared dress (£125) was a best seller. The store expansions come just in time for the new season with the Spring 2022 collection a celebration of Jaeger’s achievement to offer a contemporary range of collectable items that embody effortless elegance, British modernity, and the creation of tomorrow’s vintage. The new collection continues to build on the brand’s relaunch as part of the M&S Family.

The SS22 collection sees the return of The Trench (£250), a quintessential Jaeger design. The long line shape, gathered with buckle waist belt builds on the classic silhouette of this Spring essential. Plus, Spring 2022 sees JAEGER’s debut launch into denim with Rye, mid-rise straight jean and the high-waisted Chelsea Jean made with 80 per cent less water in the finishing process. The introduction of the denim range adds an extra layer to the brand’s ongoing pursuit for versatile dressing.

“Our expansion into 14 more M&S stores across the UK is the latest exciting step on the journey for Jaeger as part of the M&S Family. We’ve re-imagined the brand, keeping Jaeger’s values but designing for today’s lifestyle. We have been delighted with the response from customers; from those who have cherished the brand for years, to those who have recently discovered our new collections. With our dedicated store environment within M&S growing, we can’t wait to invite customers to meet our team of style experts and experience the timeless quality and effortless elegance of Jaeger products, both in store and on M&S.com,” Fiona Lambert, MD of Jaeger, said.

Fibre2Fashion News Desk (GK)