Jaeger Christmas sales surge boosted by online

In the five weeks to December 28 Jaeger’s total sales increased 31% year-on-year.

In the 13 weeks to December 28 like-for-like sales increased 23% while total sales surged 20%, driven by online growth. Digital sales soared 57% after the retailer made improvements to the website in time for the festive season.

Jaeger added that the store performance was “robust” and like-for-like sales across stores alone jumped 10% in the 13 week period.

Concessions sales grew 21% after Jaeger said it refocused resources on this channel.

Jaeger chief executive Colin Henry said he was “satisfied” by the results.

“It is broadly in line with what we expected and actually slightly better because online sales were a touch higher as the customer left shopping until the last minute,” he said.

He added that click and collect had boosted the online performance and comprised 25% of its online sales, while sales via mobile devices had almost doubled against last year.

Henry said the retailer was not impacted by the unseasonal warm weather in October that Debenhams and Marks & Spencer both cited as reasons for their lacklustre Christmas performances.

In the 13-week period women’s coats and outerwear and dresses surged 40% and Jaeger said its menswear business was “strong” as coats and outerwear, knitwear and tailoring delivered double-digit growth.  

Henry said the retailer focused on its loyal customer base to win sales. Jaeger said this was helped by relaunching its loyalty programme in September to retain and grow its “core affluent customer base”.

Henry added that margins were not impacted by its planned pre-Christmas Sale.

Jaeger, which was bought by private investment vehicle Better Capital in 2012, is currently undergoing a turnaround and has embarked on a five-year strategy to rebuild the UK business, invest online and in stores and expand internationally.

Henry added: “It is still early days in our turnaround and there is much to do to capitalise on the significant opportunities that we have. This performance gives us good momentum as we go into 2014, our 130^th year, where we shall continue to develop the Jaeger brand and progress with our strategy.”