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Bath, UK

Style and Truth

Believing fashion is temporary but style is permanent, John
Robinson Founded Jigsaw with the opening of the first store in
Hampstead in 1970 to sell stylish clothes in inspiring surroundings,
at affordable prices. Here, RLI sits down with CEO Beth Butterwick
to discuss how the brand has evolved throughout the pandemic and

why this restructuring will set the company up for future success.

uilt on the principle of beautiful quality at affordable prices,
52 years later the company today remains true to its roots in
Bterms of hosting an amazing platform and remaining focused
on delivering excellent customer service.
While Covid-19 had a profound impact on the business, it did offer
a unique opportunity to take a step back and re-evaluate and re-model
the company. So they retreated out of international markets and the
menswear and childrenswear sectors and the team agreed to strip back
the business to focus on what Jigsaw is renowned for and that is to be
the leading upmarket, high-street clothing brand appealing to a sizeable
ABC1 female demographic across the UK
“We also utilised the time to invest and develop our digital proposition
and even today post-Covid this represents almost 50 per cent of the
business,” explains Beth Butterwick, CEO of Jigsaw. “We have focused
on once again being the best in our home market and then building out
on an international scale from there, and this is a key part of our current
three-year strategic road map.”
Jigsaw currently operates 42 boutiques, however this is a number that
is ever-changing and Butterwick believes there are around a further 10
sites that have been identified that are of interest, as they look towards a
portfolio of around 45-50 sites in the near future.
Guildford, UK The portfolio has seen a number of relocations and new additions in