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Edinburgh Woollen Mill at head of the queue to buy Jaeger

The Edinburgh Woollen Group has emerged as the frontrunner to acquire struggling premium fashion retailer Jaeger.

Owned by Phillip Day, the group is thought to be the favourite among bidders including Mike Ashley’s Sports Direct and Jaeger’s former owner, Harold Tillman, This is Money reports.

Last month, Drapers revealed Jaeger is working with the corporate finance arm AlixPartners and owner Better Capital to evaluate interest from prospective strategic partners or to find a buyer. 

Jaeger has been working on a turnaround strategy that includes a focus on full-price sales, repositioning the brand and the upcoming launch of a new website, as well as exploring new opportunities through licensing, category extensions and international expansion.

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