Marks & Spencer is opening outlets for its luxury clothing brand Jaeger in another 20 stores across the UK as it pushes to regain its fashion credentials.
M&S snapped up Jaeger in early 2021 after it collapsed under its previous owners. Since then it has become a key part of M&S’s efforts to brush off its ‘dowdy’ image among shoppers.
The Jaeger label has a rich history and was worn by Marilyn Monroe, Jean Shrimpton and Audrey Hepburn in the 50s and 60s.
Jaeger clothes will be available in nine more M&S stores from next month and a further 11 in the New Year. They are currently stocked in 26 shops.
The new outlets will include locations where Jaeger – whose range includes the £399 blue wool coat, pictured – formerly had a strong presence including Exeter and Guildford.
Within months of buying Jaeger two years ago, M&S began selling other third-party brands through its website and in stores. M&S now sells 60 third-party fashion brands including White Stuff and FatFace.
Stuart Machin and Katie Bickerstaffe have ramped up this approach since becoming joint chief executives last year.
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The renewed popularity of its fashion has boosted the company’s share price and the group returned to the FTSE 100 last month for the first time in four years.
Suzi Avens, head of Jaeger, said: ‘This year we’ve worked hard to reposition Jaeger as a stylish and elevated independent brand.
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