Former Debenhams boss Belinda Earl stepped into her new shoes as chief executive of Jaeger on Monday and immediately buckled down to reviewing the business.
'It's such early days, but I'm delighted to be here,' she said. She plans to exert her retail expertise across all aspects of the business, and hopes to broaden the customer reach by communicating a clearer brand identity.
'A lot more people will be hearing about Jaeger,' said Earl.
The retailer has kicked off the autumn/winter season with several store openings.
It opened its first Asian standalone in Aoyama, Japan, last week, and unveiled a revamped store in Winchester this week.
Earl's appointment earlier this year suggests that Jaeger owner Harold Tillman is beefing up the business for a possible flotation. He has been open about the potential for a float, but it is thought operational issues will come first.
In a separate venture, Tillman has invested in Dutch technology company Acquility, which aims to transform the way people shop. Its changing room system will allow shoppers to tell staff which items they require without coming out of the changing room.
Tillman said the system, which uses hand-held devices and microchips inside garments, would help reduce shrinkage and improve customer service.
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