Jaeger is poised to quit its Bicester Village outlet store in the new year, it is understood.
The fashion brand and retailer is leaving its premises there, thought to be its most profitable store, after owner Better Capital shut the Regent Street flagship this year and has not replaced it.
Bicester Village owner, Value Retail, is understood to have asked Jaeger to leave because without a flagship, customers cannot compare costs of products as easily.
A source close to the situation told Retail Week: “Bicester insist that all the brands in the centre have a flagship and that clothes in the outlet are at least a third cheaper.”
Millions of visitors, particularly from China, flock to Bicester Village each year to snap up clothes they have already seen in the West End at a bargain price.
Burberry and Ralph Lauren are particularly popular.
Jaeger did recently open a new store on Marylebone High Street – although it is not described as a flagship – and want to focus on improving quality across its existing portfolio of 28 stores and its website.
Jaeger declined to comment. Value Retail did not respond to a request for comment.