Jaeger and Austin Reed, two iconic heritage brands with a rich history in British fashion, have been experiencing a remarkable resurgence under the ownership of Edinburgh Woollen Mill (EWM). One of the latest exciting developments in this turnaround is the planned opening of a new flagship store in London’s prestigious West End. This expansive 30,000 sq ft store will showcase not just Jaeger and Austin Reed, but also Viyella, another heritage brand under the EWM umbrella.
More than just a retail space, the new flagship store will serve as the headquarters for EWM’s heritage brands business. This strategic move reflects a shift in focus from discount-driven approaches to a more nuanced emphasis on quality, heritage, and timeless British style with a modern twist.
Jaeger, in particular, has seen a successful repositioning in the British retail landscape. The brand’s revival combines its esteemed quality and heritage with a contemporary sensibility that resonates with modern consumers. By moving away from devaluing discount strategies, the new owners have steered Jaeger and Austin Reed towards a more strategic direction that celebrates their distinct brand identities.
Despite the challenges inherent in rebuilding brands with such storied histories, Product Director Liza Canneford remains hopeful about the brands’ progress. The journey of restoring Jaeger and Austin Reed to their former glory is a meticulous process that requires dedication and care. The brands are focused on maintaining authenticity while adapting to the demands of the current market.
With 14 standalone stores and a growing number of concessions, Jaeger is expanding its presence rapidly. The brand’s efforts have shown promising results, with reduced losses and positive feedback from customers. This revitalization underscores EWM’s deep understanding of the luxury retail sector and its commitment to honoring the legacy of these beloved heritage brands.
The upcoming flagship store in London’s West End serves as a tangible representation of Jaeger and Austin Reed’s renewed focus on craftsmanship, quality, and timeless elegance. As they continue on their journey of recovery, these iconic brands are well-positioned to reclaim their status as leading figures in British fashion.
To learn more about Jaeger and Austin Reed’s latest developments, visit their official websites: Jaeger and Austin Reed.
