British women’s wear retailer Jaeger is returning to its 120-year-old roots, when looks were elegant and Audrey Hepburn would go on to become its campaign girl. So it’s gone from the classic beauty of Hepburn to that of British model Laura Bailey, 31, who’s been named to represent the brand as part of its global expansion plans. Under the new ownership of clothing and textile entrepreneur Harold Tillman, who, as reported, purchased Jaeger Holdings from Richard Thompson of Riverhawk investments in March, the company aims to recapture the style of times past. “We want to return to the classically British style that Jaeger became famous for,” said Tillman. A picture of Bailey is to be unveiled this week across the front of Jaeger’s Brompton Road store in Knightsbridge. As well as new designs, Tillman is planning to expand the Jaeger product range and is preparing to launch a new line of sunglasses to complement the Jaeger prescription lenses that are already on offer. On the retail front, Tillman is in talks with Chinese retailer Erdos to distribute Jaeger through its 900 shops in the Far East, while Jaeger’s Japanese arm is preparing to expand from 29 outlets to 200. He plans to open another 12 shops in Britain this year.

This story first appeared in the August 14, 2003 issue of WWD.  Subscribe Today.

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