M&S acquired the Jaeger brand from administrators in 2021 for £6m. Credit: Barry Barnes via Shutterstock.

In a strategic move to enhance its retail portfolio, Marks & Spencer (M&S) has announced the expansion of its Jaeger range into an additional 20 stores across the UK, bringing the total number of locations featuring the upmarket fashion brand to 46. 

M&S acquired the Jaeger brand from administrators in 2021 for £6m. Before falling into administration, Jaeger employed 347 people across 76 stores and concessions, but subsequently closed 13 locations, axeing 97 employees.

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For M&S, the acquisition was part of its strategy to sell a wider selection of brands online.

Store expansion unveiled

Now the multinational retailer is looking to expand Jaeger’s in-store presence across the UK.

This expansion follows a successful trial period in 2022, where selected M&S stores introduced dedicated spaces for Jaeger.

The initiative aims to offer a wider customer base the opportunity to explore and experience the timeless elegance of Jaeger products in-store.

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New M&S stores in Thurrock, Essex, and Trafford, Manchester, both set to open in November 2023, will now showcase the range. 

A stylish and elevated independent brand

The strategic expansion aligns seamlessly with the launch of Jaeger’s Autumn/Winter ’23 collection.

M&S said the new collection emphasises Jaeger’s commitment to “effortless elegance” and showcases a variety of outerwear, with a particular focus on high-quality wool solids and textured checks.

Suzi Avens, head of Jaeger, expressed excitement about the brand’s continued journey as part of the M&S family, stating: “This year we’ve worked hard to reposition Jaeger as a stylish and elevated independent brand that is proud of its heritage but set up for future success.”

Strategic locations and future expansion

The latest store expansion strategically returns Jaeger to former strongholds such as Guildford and Exeter while also venturing into new areas like Lisburn in Northern Ireland. 

The M&S stores featuring Jaeger will offer collectible pieces for both women and men, with dedicated Jaeger style experts available to assist customers. 

Jaeger is set to open in nine stores throughout October and November 2023, including Brent Cross, Guildford and Thurrock. 

An additional 11 stores are set for Jaeger openings in early 2024, further solidifying its footprint within the M&S family.

“Our expansion into a further 20 M&S stores across the UK, is the latest exciting step on the journey for Jaeger as part of the M&S family, demonstrating the continued confidence in the brand,” added Avens.