Jaeger chief executive Belinda Earl, appointed last week, will focus on product and marketing as she revitalises the 120-year-old brand.

The former Debenhams boss will embark on a tour of Jaeger stores, and spend time with the head office team over the next few months to ‘understand the lessons of the past’, before starting full-time in September.

Before being bought by Harold Tillman in March last year, Jaeger had a chequered history, frequently switching owners. It is now being lined up for a float.

Attempts by former Jaeger chief executive Pat Burnett to revamp the brand alienated customers. ‘I want to work with the team here to ensure we don’t go down that route again,’ said Earl.

She aims to emulate the success of Burberry, reviving the label by improving quality and style without alienating the retailer’s core 35- to 45-year-old female shopper.

Earl is also planning a marketing offensive to communicate the changes and raise Jaeger’s profile.

Model Laura Bailey will continue to be the retailer’s face of future collections.

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