Premium fashion brand Jigsaw announces a radical departure

Premium fashion brand Jigsaw on Wednesday announced a “radical departure” from its current position on the high street as it strikes out on to new territory with a concept store in Mayfair, London.

Upmarket Jigsaw, which counts Kate Middleton as a former employee and has outlets across the UK, US and Australia, has announced that it will become an anchor retailer at Grosvenor’s new Duke Street development in Mayfair. Jigsaw has signed a 10-year lease for the ground and basement floors of the 15,000 square foot Duke Street scheme, which is set to become its new flagship concept store.

The new outlet will feature womenswear, menswear, beauty and lifestyle brands, as well as its Jigsaw Junior line and an in-store café operated by Soho favourites Fernandez & Wells.


“This exciting new store will be a radical departure, and begin the journey to re-define Jigsaw for the next decade,” said Jigsaw chief executive, Peter Ruis. “Following on from our heritage of unique retail design, it will be the first time our customer can access every element of the Jigsaw empire under one roof”.

Ruis added: “We are delighted to be working with Grosvenor and are looking forward to creating a unique and radical destination within the West End. Our intention is to deliver the “must-visit” store for both international and domestic style arbiters.”

Helen Franks, head of retail leasing for Grosvenor’s London estate commented: “The vision for Duke Street was to create an exciting scheme that links the retail offer on Mount Street to that on Oxford Street, especially complementing the offering at Selfridges. Jigsaw Group’s strategy and aspiration for their store is a perfect fit and I am thrilled that they have chosen to open at Duke Street.”

The launch marks a new phase for Jigsaw, after appointing former John Lewis buying and brand director Ruis to the position of chief executive last year.
Ruis, who spent nine years at John Lewis and is largely credited with turning its fashion department around, last year described the Jigsaw brand as “a bit sleepy” in an interview with the Guardian, but said at the time that he plans to get the retailer back to its “on-par performance” before expanding.

It seems changes in the right direction may already be taking place, after Jigsaw’s same store sales rose by 17 per cent in the five weeks to 28 December, bucking the wider trend in the industry. Online, sales were up 39 per cent, as the label introduced a click and collect service in autumn and improved its delivery options in the run up to Christmas.

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