Marks & Spencer ramps up the roll-out of Jaeger to more stores

Marks & Spencer has ramped up the roll-out of the Jaeger brand to a further 20 stores making the total number of stores at which the heritage brand is sold to 46.

The Jaeger brand, which first began 140 years ago, was acquired by Marks & Spencer in January 2021 for £6 million. The high street giant revived the brand and rolled it out to select stores last year in dedicated spaces.

This autumn nine more UK stores, including new stores in Thurrock, Essex and Trafford, Manchester which are set to open in November, are set to welcome the brand with 11 more to come in the new year.

The latest store expansion will return the brand to locations where it formerly had a strong presence including Guildford and Exeter and open in new areas including Lisburn in Northern Ireland.

The long-line belted camel coat is a bestseller. Jaeger AW23

It comes as the brand unveils its AW23 collection, which draws on the Jaeger legacy fusing muted and calm colours with pops of colour and statement prints. Its signature camel coat remains at the heart of the collection with a pure wool belted long-line version, retailing for £399, remaining a bestseller.

Other strong pieces in the collection include structured knit separates including the Merino Wool Rich Ribbed Funnel Neck Jumper (£125) and the Merino Wool Rich Ribbed Midi A-Line Skirt (£125). Knitwear is a standout category for Jaeger with sales for the brand in AW23 up 25% versus last year, with knitwear up by 43%.

Structured knit funnel neck jumper and A-line skirt. Jaeger AW23

Suzi Avens, Head of Jaeger, commented: “This year we’ve worked hard to reposition JAEGER as a stylish and elevated independent brand that is proud of its heritage but set up for future success. Our expansion into a further 20 M&S stores across the UK, is the latest exciting step on the journey for JAEGER as part of the M&S family, demonstrating the continued confidence in the brand.

“We know our customers love to experience the timeless quality and immaculate cut of JAEGER products in store – whether it’s the premium feel of our cashmere jumpers or considered details in our dresses. So, we’re delighted to be able to offer JAEGER in more stores this season, allowing both customers who have cherished the brand for years or perhaps more recently discovered the new collection – to shop JAEGER both in store and M&S.com.”

Jaeger AW23 draws on the brand's heritage with statement prints a strong feature

Jaeger is currently available in-store at Bath, Bluewater, Braehead, Brooklands, Camberley, Cheshire Oaks, Cheshunt, Cribbs Causeway, Dundrum, Edinburgh, Grafton Street – Dublin, Handforth, Harrogate, Hedge End, Kensington, Kings Road, Kingston, Leamington Spa, Lisburn, Leeds white rose, Manchester, Marble Arch, Newcastle, Oxford, Pantheon, Stratford and York – Vangarde.

New stores for Autumn include Brent Cross, Castlepoint, Finsbury Pavement, Fosse Park, Guildford, Meadowhall, Shoreham, Thurrock and Trafford Centre.

The 11 stores to be added in early 2024 are Chester, Exeter, Gemini, Gyle, Kew, Milton Keynes, Norwich, Reading, Sears Solihill, Tamworth and White City.

The full range is also available at M&S.com.