Nov 28, 2019
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Jaeger expanding again, opens in Belfast's Victoria Square

Nov 28, 2019

Edinburgh Woollen Mill’s Jaeger brand is back in expansion mode and today opens a store in Belfast's Victoria Square Shopping Centre. The opening comes two years after the brand went into administration and exited the full-price Belfast market by closing its standalone Arthur Street store there.


The company has until now continued to operate an outlet store in Banbridge's Boulevard retail park but the new opening is part of a wider plan on the part of EWM to triple the overall UK store estate up to around 30 locations by year-end.

In the summer, EWM’s latest set of accounts showed that losses at Jaeger were narrowing with an underlying loss of £3.86 million, around half that of the prior year, as the company invested in new standalone stores and concessions.

A Belfast return makes sense as the company has been seeking to find good sites in towns and cities where it was strong in the past. 

And Victoria Square itself is a key attraction with the location having a line-up of major UK and international names. They include Superdry, Reiss, River Island, Allsaints, Calvin Klein, Dune, Boux Avenue, Accessorize, Fossil, Guess, H&M, Fatface, Ted Baker, Vans and Topshop, among others.

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