Kate’s favorite fashion brand, Jigsaw, solves a multi-million dollar winning puzzle as she plans to open stores in Leicestershire, Hertfordshire and Surrey
- Jigsaw, five decades old, notes that shoppers want their clothes to last for years
- CEO Beth Butterwick has said, “We’re not instant fad.”
- “We are in market towns where customers are more likely to be local shoppers,” she added
- New shops are coming to Market Harborough, St Albans, Reigate and Cobham
Some fashion brands are built to last — and Duchess of Cambridge Favorite puzzle is definitely one of them.
The label, now five decades old, is finding new life with shoppers who want their style and clothes to last for years.
With signs that Britain’s obsession with throwaway fashion is waning, Jigsaw is trying to establish himself in market towns where he believes his “Heartland shoppers” – stylish women in their 40s and 50s – live.
TIMELESS: The Duchess of Cambridge wore the label’s clothes in 2007
There are plans to open stores in Market Harborough in Leicestershire, St Albans in Hertfordshire and the towns of Reigate and Cobham in Surrey.
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 in favor of market towns
Managing Director Beth Butterwick said her shoppers are “confident” women who “buy less, buy better”. She added: “Fit and fabric are important – cashmere, silk and linen. We are not instant fad.”
The brand will also be moving out of city center stores and busy malls, where younger, more budget-conscious shoppers are scouring the rails for the cheapest options.
“We have very few [shops] in city centers,” said Ms Butterwick. “We’re in market towns and regional centers – where customers tend to be local shoppers who go there frequently.”
Celebrity 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 label, 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 stylish and confident. They want to look modern and relevant with their friends. You are not slave to social media. [When we ask them] They relate to a variety of media and still like print [magazines].’
Your formula seems to be working. Jigsaw reversed a loss of £21m in 2020 to a profit of £1.2m last year, with dress sales hitting a record of more than £7m this season.