The historic premium retailer Jaeger is to launch seven standalone concessions for its younger, lower-priced sub brand Boutique by Jaeger as the retailer expands its UK store portfolio with two further stores.

The new Boutique range targets the younger customer with a price point 30 per cent cheaper than the mainline, and is inspired by the Young Jaeger line designed in the late Fifties by Jean Muir thus securing its fashion credentials.

The company plans to open seven new concessions in House of Fraser department stores in August, increasing the number of Boutique by Jaeger concessions from three to ten. The new concessions will be located in Guilford, Leeds, Belfast, Edinburgh, Glasgow, Dundrum in Ireland and Oxford Street, London.

Belinda Earl, business woman and Jaeger’s current CEO, said: ‘We are delighted to be continually investing in and expanding our store portfolio. This new development sees a major roll-out for Boutique by Jaeger, taking it to a wider department store audience, and supports the on-going growth of our Jaeger London freestanding concept stores which are performing strongly.

"We will continue to look for further expansion opportunities both domestically and internationally."

Jaeger has 45 stand alone stores in the UK, selling their various womenswear collections, menswear, accessories, fragrance and home wear, with its newest store opening in Newcastle in June. Next month will see another Jaeger London store open in London’s Brent Cross on August 4 at 1,800 sq ft.