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Jaeger relaunches with first capsule collection since acquisition by M&S

Tom Bottomley
04 October 2021

This Wednesday 6 October sees the official relaunch of Jaeger on M& – the first capsule collection since M&S acquired Jaeger for £6m in January 2021.

Following the initial online launch, an in-store trial of the AW21 men’s and women’s Jaeger capsule collections will begin from the end October, with 12 M&S stores initially selected, including Marble Arch and King’s Road in London, Bluewater, Camberley, Cheshire Oaks, Cribbs Causeway, Edinburgh, Grafton Street in Dublin, Handforth, Harrogate, Newcastle and Stratford.

The retail strategy will initially explore different models, such as “sell by sample” (browse in-store, buy online) at Cribs Causeway to a full shop within shop in Edinburgh, with a separate Jaeger entrance.

As with all products on M&, Jaeger items will be available for next day delivery or click and collect to over 700 M&S locations.

The AW21 capsule collections aim to demonstrate the design direction that Jaeger will be taking, and will be followed by a broadened product offer for SS22.

The AW21 collection includes silk dresses from £199, wool coats also from £199 and cashmere knitwear from £125, with “hero” pieces including Jaeger’s shift dress and pea coat.

M&S recognised the opportunity for a complementary addition to its own-brand range business, as part of its wider "Brands at M&S" strategy. An independent team has been assembled to reinvigorate the brand under the leadership of experienced managing director Fiona Lambert.

Lambert said: “There’s nothing more exciting than relaunching a brand and we are delighted to have taken the fabulous heritage of Jaeger and reimagined it with British modernity and sensorial quality that we believe will create “tomorrow’s vintage”. From the luxe wool suit to the tartan mini, this first capsule collection truly gives a flavour of what Jaeger will stand for – effortless elegance.

“We’re looking forward to hearing feedback on our ranges from new customers and those who have been loyal to the brand over the years. What’s most exciting is this is just the beginning.”

Richard Price, MD of M&S Clothing & Home, added: “We’re shaping the future of M&S clothing to be more relevant, more often for our customers – responding to the emergence of platform retailing alongside utilising the strength of our own brand product engine.

“With Jaeger, we have the opportunity to exclusively offer our 22 million customers a much-loved heritage brand which, under Fiona’s leadership, is supported by our infrastructure but has independent vison and values – making it an important part of the M&S family.”

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