Jaeger saw sales grow 8.3% during the Christmas trading period

Jaeger saw sales grow 8.3% during the Christmas trading period

Jaeger's turnaround efforts are starting to bear fruit after the upscale fashion brand booked a "solid" performance during the Christmas trading period, driven by strong online sales growth.

The company, which operates 64 freestanding stores in the UK, said total sales grew 8.3% for the 13 weeks to 3 January, and like-for-like sales were up 8%.

'Black Friday' and 'Cyber Monday' were strong drivers of sales, with customers shopping earlier than last year. Online sales surged 78%, with click & collect in store sales jumping 82%.

However, margin performance was reduced due to greater promotional activity.

In line with the group's strategy to re-introduce premium quality fabrics to its collections, cashmere sales were up 91% during the period, with a strong performance from wool outerwear and tailoring.

Men's wear showed solid progress, with sales up 14%, driven by a 244% increase in jersey, a 20% rise in business shirts and a 19% improvement in knitwear year-on-year.

In terms of store transformation, Jaeger said the refurbishment of its flagship King's Road Chelsea location in September has driven in-store sales up 16%. In addition, the relocation of its store in Belfast to the prime Arthur Street location has improved sales by 21%.

"We are pleased with the progress we have made during the period," said CEO Colin Henry. Whilst we are still in the early stages of our five year turnaround, the improved performance from Jaeger online and at our new concept stores shows our strategy is paying off.

"The consumer environment remains challenging, and there is still a lot of work to do transforming our store portfolio, building the brand and refining our online and in-store offer. However, this performance gives us confidence as we enter 2015 and continue to develop the Jaeger brand and progress with our strategy."