Jigsaw delivers double-digit growth on Christmas sales

Jigsaw recorded a 10% growth in sales over the festive period, despite abstaining from any pre-Christmas discounting.

The premium high-street chain refused to take part in the Black Friday discounting event at the end of November and maintained full-price on its merchandise until after its stores closed on Christmas Eve.

In the five weeks to 31 December 2016, sales were up 10% against a backdrop of deep discounting among rivals and strong comparable sales on the previous year.

Chief executive Peter Ruis said he was delighted with the performance. "As with the whole of 2016 it has been achieved in a highly challenging external environment," he said.

"We remain clearly identified as a ‘Christmas brand’, offering a unique, stylish and differentiated gift at this special time of year. It was again a record period for ecommerce, and our best international December ever," Ruis added.

Jigsaw has more than 75 UK stores (including 31 in London) with concessions in most branches of John Lewis, Fenwick and Bentalls. During 2016 new concessions were opened in House of Fraser in the UK as well as a new Emporium in St James’s Market in London’s Piccadilly.

International territories include Australia, USA and Ireland, with concessions in Arnotts Dublin, De Bijenkorf in The Netherlands, Robinsons Singapore, Edgars Johannesburg and Voisins Jersey.

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