Jigsaw celebrates the festive season with 19 percent sales rise

Shunning the discount policy, fashion retailer Jigsaw reported a 19 percent increase in sales over the pre and post-Christmas season. Even the warm weather could not impact its performance, while its rivals blamed it for poor sales. The company registered a 12percent rise in like-for-like sales in the five weeks to January 2, 2016, to 14.2 million pounds (20.8 million dollars).

Earlier, in its 'Black Friday Manifesto' on its website, the company has said, "This (non-discounting) approach allows us to give our products a true value. When we price a jacket, you can be confident that it will remain at that price all season...Unsurprisingly, we won’t be taking part in Black Friday. Our products are reduced by nothing because they stand for something. We do have black in our collection; that’s as far as we will go."

After Peter Ruis stepped in as the Chief Executive Officer of Jigsaw in autumn 2013, the company reported sales beyond 100 million pounds (over 150.6 million dollars) for the year, on the back of growing demand for its slim-cut wool coats and jackets. It now aims to achieve a target of 120 million pounds (180.7 million dollars) or 130 million pounds (195.8 million dollars) in the next two or three years.