Kate’s favorite fashion brand Jigsaw solves a multi-million profit puzzle

Kate’s favorite fashion brand Jigsaw solves a multi-million profit puzzle as it plans to open stores in Leicestershire, Hertfordshire and Surrey

  • Five-decade-old Jigsaw finds shoppers want their clothes to last for years
  • Managing Director Beth Butterwick said, “We’re not instant fads.”
  • “We are in towns where customers tend to be local buyers,” she added.
  • New stores are coming to Market Harborough, St Albans, Reigate and Cobham

Some fashion brands are built to last – and the Duchess of Cambridge’s favorite Jigsaw is clearly one of them.

The brand, now five decades old, is finding new life with shoppers who want their style and clothes to last for years.

As Britain’s obsession with disposable fashion wanes, Jigsaw plans to establish itself in the market towns where it believes its “heart buyers” – stylish women in their 40s and 50s – live.

TIMELESS: The Duchess of Cambridge wearing the brand’s clothes in 2007

It plans to open stores in Market Harborough in Leicestershire, St Albans in Hertfordshire and the towns of Surrey, Reigate and Cobham.

Celebrity fans include TV presenter Holly Willoughby and Kate, who briefly worked as an accessories buyer for the chain before her engagement to Prince William.

HEARTLAND: Jigsaw has largely abandoned city centers for market towns

HEARTLAND: Jigsaw has largely abandoned city centers for market towns

Managing Director Beth Butterwick said her buyers are “confident” women who “buy less, buy better”. She added: “Fit and fabric are important – cashmere, silk and linen. We are not an instant fad.

The brand will also move out of downtown stores and busy malls where younger, more price-conscious shoppers scan the rails for the cheapest options.

“We have very little [shops] in city centres,” Ms Butterwick said. “We are in towns and regional centers, where the customers are generally local shoppers who go there often.”

Famous fans of the brand include TV presenter Holly Willoughby and the Duchess of Cambridge, who briefly worked as an accessories buyer for the chain before her engagement to Prince William.

Famous fans of the brand include TV presenter Holly Willoughby and the Duchess of Cambridge, who briefly worked as an accessories buyer for the chain before her engagement to Prince William.

The brand, now five decades old, is finding new life with shoppers who want their style and clothes to last for years.

The brand, now five decades old, is finding new life with shoppers who want their style and clothes to last for years.

Of her clients, she said, “They are elegant and confident. They want to look modern and relevant with their friends. They are not slaves to social media. [When we ask them] they reference a multitude of media and they always love print [magazines].’

His formula seems to work. Jigsaw reversed a loss of £21million in 2020, to a profit of £1.2million last year, with dress sales hitting a record high of over £7million this season.

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