1884
- Lewis Tomalin publishes a translation of Dr Gustav Jaeger’s book ‘Health Culture’, which details the benefits of clothing made from natural fibres including merino wool, alpaca, and cashmere.
- Tomalin establishes the first Jaeger shop in Fore Street, Moorgate, London.
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1887
- Milton Street, Moorgate, becomes the company headquarters (remaining so until 1945, thereafter at City Road).
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1908
- Camel hair is introduced to Britain, courtesy of Jaeger.
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1915
- Jaeger commits to the war effort, making underwear and blankets.
- Jaeger’s founder and chairman, Lewis Tomalin dies and is succeeded by his son, Henry Tomalin.
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1940
- Jaeger produces ‘utility wear’ as its contribution to the war effort.
- Vivien Leigh, Deborah Kerr, and Sir Ralph Richardson are all dressed by Jaeger in this period.
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1956
- Jean Muir joins as designer, she stays for six years.
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1970
- Cary Grant visits the Jaeger offices in London.
- Jaeger opens on Madison Avenue, New York City.
- During this decade sales increase tenfold (£10m to £100m)
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1996
- Kristin Scott Thomas wears Jaeger in ‘The English Patient’.
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2005
- The highly-covetable Jaeger London women’s collection launches, featuring supermodel Erin O’Connor.
- Jaeger is the official stylist for men at the 2005 Baftas.
- Jaeger’s personal styling service is launched. In September 2006, The Independent writes: Jaeger personal stylists are '...ideal for the business-woman with precious few hours to update her work wardrobe... a bespoke service designed to ensure that each client leaves feeling confident and happy.'
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2008
- Jaeger enters new international markets including Australia, Lithuania and Kuwait.
- In February, the Jaeger London women’s collection is shown for the first time on the international stage at London Fashion Week – to great critical acclaim. WGSN writes: 'Jaeger’s London debut catwalk outing was the hottest ticket on the first day of London Fashion Week and deservedly so.'
- In May, Jaeger announces a 16% rise in sales to £82.2m
- Jaeger's Tilly bag becomes the brand's best-selling bag to date
- Jaeger opens its largest store in five years: Jaeger Westfield
- Stuart Stockdale joins the brand as Design Director
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1885
- Jaeger’s first London West End shop opens in Princes Street, W1.
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1900s
- Jaeger expands with 20 stores across the UK, a branch in Australia and a wholesale business.
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1910
- Captain Robert Scott embarks on an expedition to the Antarctic; he packs Jaeger clothing, boots, mattresses and pillows.
- Jaeger receives a Royal Warrant.
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1930
- Maurice Gilbert joins from Selfridges as a director, and helps transform Jaeger into a sophisticated fashion house.
- During this decade Jaeger becomes the first retailer to operate independently within Selfridges.
- Advertising campaigns are developed with striking photography and visual imagery, including work by the French artist Raoul Dufy.
- Cary Grant, Rudyard Kipling and George Bernard Shaw all wear Jaeger in this era.
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1950
- Chairman, Henry Tomalin dies and is succeeded by his son Humphrey Tomalin, the third generation.
- Young Jaeger launches in this decade and is aimed at the 18-24 women’s market.
- Jaeger emerges at the forefront of fabric technology using new washable synthetic fabrics in its sportswear ranges.
- Marilyn Monroe wears Jaeger
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1960
- Norman Parkinson photographs the Jaeger advertising campaigns.
- In this decade, Jaeger opens to wide acclaim in Paris, and develops a wholesale French operation.
- Twiggy, Jean Shrimpton, and Marianne Faithfull all wear Jaeger during this decade
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1984
- Jaeger celebrates its centenary by parading camels along Regent Street (from London Zoo).
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2003
- Jaeger is bought by Harold Tillman, the fashion entrepreneur, retail visionary and current Head of the British Fashion Council.
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2009
- Jaeger establishes strong trading partnerships with Harvey Nichols in Hong Kong and Saudi, and online stores ASOS and my-wardrobe.com.
- Jaeger Online is the brand's second largest UK store and now ships to 29 territories including the United States of America and selected markets within the European Union.
- Jaeger is now sold in Asia, Australia, Europe, the Middle East and North & South America.
- Jaeger celebrates 125 years as an iconic fashion house and launches the '125 Limited Edition' collection featuring unique pieces inspired by original 60s Jaeger designs.
- May sees the publication of the first book devoted to Jaeger, past and present. Written by fashion curators Amy de la Haye and Judith Clark, from London College of Fashion, 'Jaeger 125' documents the evolution of the company from its origin as a producer of avant-garde knitwear, to its current position as a global, lifestyle fashion brand.
- The men's bag collection launches in Autumn/Winter
- Lara Stone is revealed as the new face of Jaeger London in the Autumn/Winter 2009 advertising campaign.
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1886
- Jaeger wins sole rights to trade in the USA.
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1907-1909
- The eminent explorer, Ernest Shackleton, packs Jaeger clothing and blankets for his Antarctic adventure.
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1914
- Shackleton embarks on a trans-Antarctic expedition, once again kitted out with Jaeger.
- The company name changes from Dr Jaeger's Sanitary Woollen System Co Ltd, to Jaeger Co Ltd.
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1935
- The Jaeger flagship store opens in London’s Regent Street. Today its shop floor space spans 16,000 sq ft, across four floors.
- Jean de Brunhoff, the French illustrator of renowned children’s book, ‘L’Histoire de Babar’, is commissioned to design a Babar illustration for the interior of the children’s wear department for the opening of the Regent Street store.
- A fresh Jaeger logo is unveiled: the famous multi-line ‘straw’ design.
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| 1961
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1995
- Dame Judi Dench wears Jaeger as ‘M’ in ‘GoldenEye’ and continues to wear the brand in Bond movies.
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2004
- Belinda Earl joins as Group Chief Executive, having been Chief Executive of Debenhams (at which time being the only woman leading a high street chain and alleged to be the youngest appointed CEO to date).
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2006
- Jaeger London women’s collection doubles its distribution due to popular demand. In December, The Financial Times writes: 'Jaeger London has a modern fashion forward spin.'
- Jaeger London menswear launches, with an advertising campaign featuring Fenton Bailey, David Bailey’s son.
- The exclusive Jaeger Black collection launches.
- In February, Vogue.com writes, 'Couture might be a far away fantasy for most of us… Jaeger’s new line bridges the gap between high-end retailer and the craft of the couturier.'
- Jaeger continues to extend and develop its gifts and accessories lines including sunglasses, handbags and shoes, with the launch of its first women’s shoe collection.
- Jaeger Online launches, attracting new customers.
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2007
- The brand announces major international expansion plans to double its overseas stores within an extended number of territories.
- Jaeger continues to invest in its aspirational advertising campaigns by featuring the current hot models: Kiera Gormley for Jaeger women’s collection, Behati Prinsloo for Jaeger Black, Rosie Huntington-Whiteley for Jaeger London womenswear and Conrad Matschke for Jaeger London menswear.
- Kate Moss is photographed in Jaeger’s star print blouse – sales rocket by 300%.
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2010
- The hotly anticipated Boutique by Jaeger Autumn/Winter collection launches in 18 Jaeger stores including www.boutiquebyjaeger.co.uk and the Boutique by Jaeger pop-up shop in Foubert’s Place, the heart of London’s West End.
- Jaeger expands in Europe, and enters the Italian market with the opening of xx shop-in-shops in Coin, Italy's largest department store and opens in the Paris department store Galeries Lafayette, as an exclusive in France.
- Jaeger's second generation virtual flagship store launches; www.jaeger.co.uk
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