Online sales at Jaeger more than double

Wednesday, 15 January 2014

Online sales in the 13 weeks to 28 December were up 57 percent, 30 percent of which was via mobiles, revealed the chief executive of the high-end British brand, Colin Henry. The retailer now expects all transactions to include a mobile device at some point in the browsing and sales process by next year.

Happily enough for the heritage brand, the business is "going to lose much, much less money" this year, assured the company´s CEO. Like-for-like sales were 23 percent ahead on the same period in 2012. Jaeger lost 13.1 million pounds last year and 35 million the year before.

Jon Moulton's Better Capital bought Jaeger from fashion entrepreneur Sir Harold Tillman in April 2012. According to Henry, Moulton was "very inspirational with very clear objectives" and was often on the phone asking questions and offering advice.

He said they would look at the option of expanding the brand to new stores and countries when they have stabilised the company and returned it to profit.

Bestsellers in the run up to Christmas were coats, knitwear and cashmere. Womenswear accounts for 70 percent of sales.

Key to the success was the recently launched new website. “Our click and collect offer doubled to 20 percent this year and the virtual relationship is vital,” Henry said, as reported by the ´Guardian´.

With regards to what´s up for the brand in the near future, Henry 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”.