French down jacket brand Jott is undergoing a significant expansion as it seeks to broaden its reach and diversify its product offerings. Since its acquisition by L Catterton in 2021, Jott has already increased its store count from 80 to 200, with 60 stores located in nine countries outside of France. The brand has set an ambitious revenue target of €150 million for 2022 and aims to triple this figure over the next five years. To achieve these goals, Jott plans to open between 60 and 70 new stores in 2023, with a particular focus on strengthening its presence in Europe.
The initial step in Jott’s expansion strategy involves establishing a new subsidiary in Italy. The brand intends to inaugurate its first two monobrand stores in early 2023, with potential locations identified in Milan and Turin. Jott’s managing director, Didier Lalance, has expressed the brand’s aspiration to transition from a Franco-European brand to a global player with a universally appealing product.
Jott has already taken steps to expand its presence across Europe by opening six subsidiaries in Switzerland, Germany, Benelux, Spain, the UK, and Portugal this year. The brand plans to consolidate its position in these markets, as well as expand into Eastern Europe. It also contemplates entering northern Europe with the help of a local partner.
The Asian market represents another area of focus for Jott. The brand has made significant strides in China, where it has opened 23 stores in less than two years in partnership with a local business. In 2023, Jott plans to establish its first three stores in Japan and South Korea. Tokyo will host the brand’s Japanese stores, while Seoul will house its locations in South Korea.
Additionally, Jott has its sights set on penetrating the US market. The brand is carefully planning its entry, which is scheduled for late 2023 or early 2024, and will adopt an omni-channel strategy that targets department stores, leading multi-brand retailers, as well as establishing an e-commerce presence. Jott believes that its blend of practicality and style will resonate with consumers in the US.
In its home country of France, where Jott currently operates 126 stores, the brand’s strategy will focus on store upgrades, including relocating to larger and better-positioned premises, as well as opening new stores in key cities. One example of this approach is Jott’s plan to open a second store in the Atlantis shopping mall in Nantes.
Overall, Jott has set ambitious goals for expansion in Italy, Japan, South Korea, and the USA, aiming to establish itself as a global player in the competitive down jacket market. With its growing store count and a strategic emphasis on strengthening its presence in important cities worldwide, Jott appears well-positioned for future growth.
Useful links:
– [Jott official website](https://www.justoverthetop.com/en)
– [L Catterton website](https://www.lcatterton.com/)
