Stylish: The Jaeger label has a rich history
Marks & Spencer is opening outlets for its luxury clothing brand Jaeger in a further 20 stores across the UK as it looks to regain its fashion credentials.
M&S bought Jaeger in early 2021 after it collapsed under its previous owners. It has since become a key part of M&S’s efforts to cleanse its ‘sloppy’ image among shoppers.
The Jaeger label has a rich history and was worn by Marilyn Monroe, Jean Shrimpton and Audrey Hepburn in the 1950s and 1960s.
Jaeger clothing will be available in nine more M&S stores from next month and a further eleven in the new year. They are currently in 26 stores.
The new outlets will include locations where Jaeger – whose range includes the £399 blue wool coat, pictured – previously had a strong presence, including Exeter and Guildford.
Within months of purchasing Jaeger two years ago, M&S began selling other third-party brands through its website and in stores. M&S now sells 60 third-party fashion brands, including White Stuff and FatFace.
Stuart Machin and Katie Bickerstaffe have taken this approach further since becoming joint CEOs last year.
The newfound popularity of fashion has boosted the company’s share price and the group returned to the FTSE 100 last month for the first time in four years.
Suzi Avens, head of Jaeger, said: “This year we have worked hard to reposition Jaeger as a stylish and elevated independent brand.