Marks and Spencer : JAEGER EXPANDS STORE PRESENCE AS PART OF THE M&S FAMILY

• JAEGER to open in 14 M&S destination stores across the UK and Ireland throughout April and May with the Spring '22 collection
• This next chapter for JAEGER as part of the M&S Family follows an encouraging early customer response in the UK and globally for the digital-first brand
• Later this year Jaeger will also begin store trials in key international markets - Dubai, Hong Kong, and Singapore

This Spring/Summer JAEGER is set to open in 14 stores across the UK and Ireland, following encouraging early demand for the iconic heritage brand on M&S.com and a successful UK store trial which has been running since October last year when "all new" Jaeger launched.

As part of the M&S Family, JAEGER is an independent brand supported by the ecosystem of M&S - it offers both men and women collectable pieces that embody effortless elegance.

Jaeger SS22

From April, customers will be able to shop JAEGER in M&S stores across the UK and Ireland* - both returning the brand to locations where it formerly had a strong presence including Kingston, Oxford and York - Vangarde and opening in new areas. The M&S stores will offer bespoke JAEGER sections, featuring a curated collection of products, changing rooms, seating areas and till points, as well as dedicated JAEGER style experts on hand to assist customers. The expansion will offer more customers the opportunity to discover the tangible quality of stylish JAEGER products in store.

Jaeger instore at M&S Stratford

The store expansion is the next chapter of JAEGER as part of the M&S Family and follows an encouraging early customer response on M&S.com and a successful trial in a number of stores across the UK. Since the relaunch in October, JAEGER'S reputation for wool coats continued with 250,000 coats sold throughout Autumn and Winter, whilst the vintage inspired black and white collared dress (£125) was a best seller.

SS22 Collection

The store expansions come just in time for the new season with the Spring 2022 collection a celebration of JAEGER'S achievement to offer a contemporary range of collectable items that embody effortless elegance, British modernity, and the creation of "tomorrow's vintage". The new collection continues to build on the brand's relaunch as part of the M&S Family.

The SS22 collection sees the return of The Trench (£250), a quintessential JAEGER design. The long line shape, gathered with buckle waist belt builds on the classic silhouette of this Spring essential. Plus, Spring 2022 sees JAEGER's debut launch into denim with Rye, mid-rise straight jean and the high-waisted Chelsea Jean made with 80% less water in the finishing process. The introduction of the denim range adds an extra layer to the brand's ongoing pursuit for versatile dressing.

Fiona Lambert, MD of JAEGER, said: "Our expansion into 14 more M&S stores across the UK is the latest exciting step on the journey for JAEGER as part of the M&S Family. We've re-imagined the brand, keeping Jaeger's values but designing for today's lifestyle. We have been delighted with the response from customers; from those who have cherished the brand for years, to those who have recently discovered our new collections. With our dedicated store environment within M&S growing, we can't wait to invite customers to meet our team of style experts and experience the timeless quality and effortless elegance of JAEGER products, both in store and on M&S.com"

International Trials

Later this year JAEGER will also begin international store trials. Under MD Fiona Lambert JAEGER is being reimagined as a great British brand with international appeal, product is already available in over 80 countries via M&S flagship websites and store trials will take place in Dubai, Hong Kong, and Singapore.

ENDS

*JAEGER will open in 14 stores across the UK and Ireland: Bath, Braehead, Brooklands, Cheshunt, Dundrum, Hedge End, Kensington, Kingston, Leamington Spa, Lisburn, Manchester, Oxford, Pantheon and York - Vangarde.

JAEGER continues to be available in 12 locations Bluewater, Camberley, Cheshire Oaks, Cribbs Causeway, Edinburgh, Grafton Street - Dublin, Handforth, Harrogate, Kings Road, Marble Arch, Newcastle and Stratford.

Jaeger is available in 26 M&S stores across the UK and Ireland. The full range will continue to be sold on M&S.com and will be available for next day delivery or Click & Collect to over 700 M&S locations.

Joining the M&S Family

In January 2021, M&S acquired the JAEGER brand for £6m. With its reputation for innovation in natural fibres, British sourcing and distinctive style, M&S recognised the opportunity for a complementary addition to its own-brand range business, as part of its wider 'Brands at M&S' strategy. As part of the M&S Family JAEGER has been embedded into the M&S ecosystem to best utilise its infrastructure - this includes M&S's extensive delivery network and website which is visited by 13.5m customers every week.

Like M&S, JAEGER was founded in 1884 and has been creating quality, stylish clothing for 137 years. In October 2021, JAEGER relaunched under the leadership of Fiona Lambert, Managing Director unveiling its first capsule collection for Autumn/Winter as part of the M&S Family.

·January 2021 - M&S purchased its first brand - JAEGER - for £6m

·October 2021 - JAEGER launched first capsule collection for AW as part of M&S Family and opened in selected M&S stores across the UK

• February 2022 - JAEGER launched SS collection

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