Fashion group Jaeger is to test standalone stores for its Jaeger London and Boutique by Jaeger sub-brands in a pilot trial.
The retailer aims to open up to five Jaeger London shops in the capital this year and is looking at premises in Covent Garden, the City, West End and Canary Wharf. Jaeger London is the group’s directional range.
A Boutique by Jaeger pop-up shop will open on London’s Carnaby Street for six months from September. If successful, standalone stores will follow, said Jaeger chief executive Belinda Earl. The Boutique range is aimed at younger customers and is lower priced.
Jaeger reported a 16% increase in earnings before tax to £7m for the year to February 28 on flat sales of £85.5m. In the new financial year, sales have been running 12% ahead, said Earl.
She added: “Continued investment in Jaeger has delivered improved profit performance, despite last year’s challenging economic environment.”