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Jigsaw to revamp shops in bid for £100m sales

Peter Ruis will prioritise stores and brand perception as he bids to grow Jigsaw’s sales to more than £100m in the next three to five years.

Speaking for the first time since taking on the role of Jigsaw chief executive in September, Ruis told Drapers he wants to bring “personality” back to Jigsaw’s stores.

“What I’ve learnt is that the shop is at the centre of how your brand is defined, even with young consumers,” he said. “So the first thing to do is bring back some mad, unique shopfits.”

The business is close to announcing a new flagship store opening in London next year, which “will be very mad and different”, Ruis said. Jigsaw will also open shops in Farnham in Surrey and Nottingham in December and Marlow in Buckinghamshire in January. Ruis aims to refurbish existing stores on an ongoing basis.

The plans form part of Ruis’s strategy to grow Jigsaw’s turnover to more than £100m.

Jigsaw parent company Robinson Webster Holdings, which includes London lifestyle boutique The Shop at Bluebird, recorded sales of £60.2m in the year to September 29, 2012, a rise of 10%, with pre-tax profits of £1.6m.

Ruis, who joined Jigsaw after eight years at John Lewis, said the business would show a profit again when it reports the financial year that has just concluded.

“It will take three to five years to get Jigsaw anywhere near close to where I want it to be,” said Ruis. “We want to take the business to more than £100m turnover, to at least 10% net profitability. We have an international business, but we are in the early stages of it. We’re opening a shop in Dubai next month, in South Africa in the new year, and we have ambitions to go into all the European department stores.”

Ruis also plans to open up to four more Bluebird stores, launch the multi-brand retailer onto etail platform Farfetch and create a transactional website for it.

Jigsaw worked with photographer Rankin for this year’s Christmas campaign. “I want to bring back the idea that Christmas is a peak time for retailers and we’re going to be at full price until December 24,” Ruis said.

Ruis also has plans for Jigsaw to join the catwalk line-ups at London Fashion Week and London Collections: Men.

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