Marks & Spencer is to roll out Jaeger, the fashion brand it acquired out of administration last year and relaunched, to more UK shops and international markets.
Marks & Spencer said the expansion “follows an encouraging early customer response” on its website and a pilot in 12 stores.
M&S will introduce Jaeger at 14 destination branches, including Braehead, Hedge End and the Pantheon branch in London, next month.
Some of the locations are places where Jaeger had a presence before its acquisition by M&S, including Oxford and York.
The retailer will also run an international trial in shops in Dubai, Hong Kong and Singapore later this year. The brand is sold online in 80 countries.
Jaeger managing director Fiona Lambert said: “Our expansion into more M&S stores across the UK is the latest exciting step on the journey for Jaeger as part of the M&S family.
“We’ve reimagined the brand, keeping Jaeger’s values but designing for today’s lifestyle. We have been delighted with the response from customers, from those who have cherished the brand for years to those who have recently discovered our new collections.”
The retailer bought Jaeger for £6m as part of its Brands at M&S strategy to sell complementary third-party labels and occasionally to invest in or buy them outright.
Lambert, a former boss of George at Asda, was drafted in to lead the reinvigoration and development of Jaeger, which is run as a standalone business.
Although such brands are sold in some stores, they are primarily retailed online as part of M&S’s digital-first stance.
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