- Danielle Wightman-Stone |
Danish menswear brand Jack & Jones, part of the Bestseller group, has announced a new “strategic path” to help unify the brand following disappointing sales.
The new strategy will see the menswear label working as one brand, rather than as seven independent organisation within the one brand.
The move will not see any of the Jack & Jones sub-brands such as Premium by Jack & Jones or Core by Jack & Jones shutting down, rather that they will merge to eliminate duplicate processes and to “unite their effort”, said the brand.
“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,” explains Jack & Jones brand directors Anders Gam and Peter Kristiansen.
As a result of the new organisational setup, Bestseller has made 67 staff redundant at the company’s offices in Brande and Copenhagen. The cuts have effected positions across the buying, sales and marketing departments.
Image: Bestseller website