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Jaeger may ditch Boutique to focus on core offer

Jaeger is considering dropping its Boutique by Jaeger sub-brand just three years after its launch.

Drapers understands Jaeger is looking to axe the brand as it looks to re-establish itself with its core customer. Boutique was launched for autumn 10 in Jaeger stores and concessions in John Lewis and House of Fraser, before a wholesale launch in spring 12. It was intended to help Jaeger compete with the likes of Whistles and Reiss.

It is thought the move plays into the strategy first put forward by previous chairman Stewart Binnie, who said the business needed to focus on its “heartland” consumer. Binnie stepped down from Jaeger in March, after just nine months at the helm. Last month, Jaeger appointed former Esprit chief product officer Colin Henry as chief executive.

Although Boutique, which retails at a price about 30% lower than premium sub-brand Jaeger London, will continue to run to spring 14, a spokeswoman confirmed the team was reviewing its continuation for autumn 14 but no decision had been made.

It is thought jobs could be affected as a result. However, the spokeswoman said there would be no redundancies at this stage. She declined to comment on what would happen if the brand was dropped or on the number of staff employed solely to work on Boutique.

In May, Jaeger revamped the second floor of its Regent Street flagship store in London to create The Boutique Gallery, where it sells emerging British labels alongside Boutique pieces. A jersey Boutique top retails for £50 and a quilted leather jacket for £299.

Readers' comments (1)

  • so another unsuccessful Jaeger sub-brand. Remember "Young Jaeger", "Attitudes" etc.... We need to find out why these initiatives don't work.

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