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Jaeger reveals brands to be showcased at Regent Street store

Preen Line, Goat, and Orla Kiely are among the brands to be housed at Jaeger’s newly-designed flagship London store, as part of the retailer’s forthcoming Boutique Gallery.

The gallery, which Drapers first revealed back in October, will be populated with up and coming designers as well as more established names.

Some of the emerging clothing brands include Aloe, Charlotte Taylor, Studio Nicholson and Suzannah.

Accessories will be represented by labels such as Ahilya, Wilbur & Gussie, Age of Reason, Angel Jackson and Mercy Delta, with French Sole providing the gallery’s branded footwear.

The gallery, which will launch to the public this weekend, will also become home to Jaeger’s own sub-brand Boutique by Jaeger.

The gallery will also boast a coffee lounge with free Wifi, designed to encourage customers to build dwell time at the Regent Street store.

Jaeger’s brand director Shailina Parti said: “We are proud of our British heritage and are delighted to be able to offer support to established and emerging British designer brands who share our aesthetic of quality, craftsmanship and innovation in design.

The Boutique Gallery is a unique new concept that allows brands who may not otherwise have the opportunity to own retail space in Central London to show their collections in a coveted location.”

Click here for an image gallery.

Readers' comments (3)

  • French sole? So down market! Not at all in keeping! Jaeger continue to fail on shoes and bags! Where is Mulberry? Or even LK Bennett? They are scrapping around for any brand struggling for space elsewhere. This brand offer is not cohesive - so does at least fit in with the Jaeger brand. No clue whatsoever! signed, a " still disillusioned want to be Jaeger shopper"!

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  • Why would Mulberry/L.K Bennett even consider selling their merchandise in a Jaeger store?

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  • Thierry BAYLE

    The Brand synergies have to work.

    The other angle I like is the following.
    Many Brands ( and young ones ) are taking a strategic direction to open a mono brand shop.
    Great.
    When you only have one or just a couple, they need to be profitable so ...
    why not consider to take other non competing and synergetic brands to enlarge the product offering and make the break even point easier to achieve?

    Just a thought.

    Thierry Bayle

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