Jaeger has revamped its King’s Road store, revealing a more digitally-led refit that uses beacons in its window mannequins to connect with customers via their smartphones.

Jaeger's new-look Chelsea store

The premium fashion retailer has refurbished its 3,000 sq ft Chelsea store to return Jaeger to “its position as one of Britain’s best loved, premium heritage brands”.

The store, which this year celebrates its 50th year in Chelsea, is due to open its doors to the public on Thursday and will provide a template to be rolled across Jaeger’s new shops.

Jaeger chief executive Colin Henry said: “Our new store concept in Chelsea encapsulates what is at the core of the Jaeger brand; beautiful, classic design, quality craftsmanship and inspiration from our proud UK heritage.

“As we celebrate 130 years, it’s never been more timely for us to draw inspiration from our past to inform the future; the new fashion design direction and retail concept are inspired by our enduring ethos we don’t sell clothes, we dress women.”

Jaeger has teamed up with Iconeme to launch VMBeacon enabled window mannequins that enable customers to receive details about the clothes on display via bluetooth on their smartphones. And for the first time, it has installed iPads, so customers can browse and buy online while in store, while it also features a large screen, which plays its marketing material.

The store’s fixtures and fittings are all manufactured in the UK. It uses natural materials such as oak, black walnut, timber  and woven natural fibres, in-keeping with Jaeger’s ethos to make its clothing from natural fibres.

In addition, the store has a service desk where customers can pick up online orders, book a personal shopper and alterations.

The store concept was created by retail design specialists Uxus, whose retail clients include Donna Karan, Bloomingdale’s and Selfridges.

Jaeger was bought by investment vehicle Better Capital in 2012 after a period of difficult trading.