Wednesday, Feb 06, 2008

Jaeger has signed a deal that will see the niche brand open stores in the Middle East as it looks to follow the likes of Burberry and Pringle into overseas markets

Belinda Earl, chief executive and part-owner of the privately held fashion label, said the franchise deal with Speciality Fashion, part of the Kuwait-based Sultan Center Group, would see Jaeger open at least eight shops across the Middle East by 2013.

"This continues Jaeger's international growth strategy, accelerating the brand's global presence," said Ms Earl. In 2006 she signed a similar deal to develop an Asian network of 13 stores in India, Singapore, Malaysia and Indonesia. She thinks that international sales will eventually account for half of group turnover.

Since joining Jaeger from Debenhams in 2004, Ms Earl has been trying to revive the brand once famed for its use of natural textiles and classic tailoring.

She has introduced jewellery, handbags and fragrances into her stores, as well as launching a more fashion-led Jaeger London range to appeal to younger customers.

This week Jaeger will also show at London Fashion Week for the first time. Jaeger did not release trading figures after Christmas but Ms Earl said the trend was strong with sales up 15 per cent on last year.

After some difficult years, Harold Tillman, the retail entrepreneur, bought the lossmaking chain for an undisclosed sum in 2003. He still owns 70 per cent, with Ms Earl holding a 20 per cent.

By ELIZABETH RIGBY