Jack & Jones goes back to its roots with new strategic direction

By

Barbara Santamaria

Published
Apr 7, 2017

Danish menswear brand Jack & Jones, part of Bestseller, is launching a new strategic direction following years of disappointing results.

The company has announced plans to revamp the business with a focus on simplifying the organisation and getting back to its roots, as the brand has “not delivered the expected results” in the past years and “the market clearly indicates that a strategic change is needed.”

Founded in 1990, the brand sells trendy men’s pieces at affordable prices. Jeans are regarded as the backbone of the business, but the brand is currently being represented by a variety of brands including Jack & Jones Vintage Clothing, Premium by Jack & Jones, Originals by Jack & Jones, Core by Jack & Jones and Jack & Jones Tech.

Ads

“The new strategy will focus on the Jack & Jones brand as a unifying unit, and we will no longer be working as seven independent organisations within our brand – we will all be focusing on Jack & Jones,” said brand directors Anders Gam and Peter Kristiansen.

The sub brands will be merged into the core Jack & Jones business, eliminating duplicate processes, improving efficiency and uniting efforts.

“We will continue with our wide product range and still be making products for all occasions – however, we will no longer be offering similar products under separate brand names. All our focus will be on trademanship in order to supply the consumer with the best products at the best prices,” added Gam and Kristiansen.

As a result of the reorganisation, 67 staff have been made redundant at the company’s headquarters in Brande and Copenhagen. The cuts affected employees in the buying, sales and marketing departments.