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Published
Jan 5, 2016
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Better Capital decides to keep Jaeger

Published
Jan 5, 2016

Though British heritage fashion brand Jaeger has been trading poorly for years, owner Better Capital has made the surprise decision not to sell the label, according to The Telegraph.

Photo: Jaeger - Jaeger


Better Capital reportedly received several offers for the brand, but none that met the asking price. Jaeger is worth just £37m at the moment, despite Better Capital having put £63m into the brand since it rescued it in 2012.

It was in the run-up to Christmas that Better Capital held a mini-auction for Jaeger, for which it was hoping to get over £40m, but no bids were above £35m. It will now keep the business and plough more funds into it, with City sources telling the newspaper that it was prepared to hold on to Jaeger for "at least another two years."

Jaeger is moving out of its flagship store on Regent Street next week, for a smaller store in Chelsea on the King's Road. The Regent Street space will be taken over by Coach, which plans to open on in autumn of this year. The opening is being timed to finalise celebrations for the brand’s 75th Anniversary year. The location will host both a Coach store and a Stuart Weitzman store.

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