Jaeger invited Kinnersley Kent Design to create a boutique format for the fashion aware, urban working woman to attract a younger target audience.


The idea behind the concept was to create a sense of space, a gallery inspired environment with a contemporary, modern interpretation of classic style and quality.


Established in 1884, Jaeger is a luxury British fashion brand, renowned for designing contemporary, innovative and stylish clothing. 

As the label stands for female-friendly, practical, Anglo-centric cool, our aim was to reflect this philosophy in the interior. The result is a contemporary environment with a traditional twist.


Interior elements range from the dark elegant thin timber framing of fixtures to the etched panelling detail and texture on key walls. Distinctive lighting features add a touch of difference. Elegant yet flexible fixturing has been used to frame the product, balanced with pause points and outfit-building display areas. The use of desirable furniture pieces from contemporary British designers, such as Benjamin Hubert’s ‘pebble’ stool and Tom Dixon’s Wingback chair adds the traditional twist.

The stores are aspirational but not intimidating and are significantly over performing on all levels. It is a true multi-channel concept with large online orders and collection in store. Customers love the new contemporary environment, the brightness, the new personality and the celebration of British design.