British fashion brand Jigsaw reports an 18% year-on-year increase in sales for Spring/Summer 2026, continuing the momentum established over Christmas 2025 and providing further support to last year’s strategic reset.
The performance was delivered against a subdued market backdrop. BRC-KPMG Retail Sales Monitor latest data says non-food retail sales were broadly flat across the season, with total sales falling 3% in April. Retailers are also absorbing higher employment costs and business rates, with little targeted support for business ahead of the Autumn Budget.
Against this backdrop, customers continued to prioritise Jigsaw, with growth across every channel. Online sales increased 21%, including 19% in the UK and 48% internationally. Concession sales rose 47%, while store sales increased 6% overall and 11% like-for-like.
The result reflects Jigsaw’s renewed focus on product quality that defines the brand in its new era: distinctive design, quality fabrics, fit and elevated, wearable British fashion. Under its new leadership team, this stronger product focus has been combined with greater commercial discipline across buying, stock management and full-price trading.
Strong product led the season. Dresses grew 43%, led by occasion wear and print, alongside strong performance in jersey. Customers increasingly bought across categories to create complete looks, with cover-ups selling particularly strongly alongside dresses. Jigsaw’s yellow suit, launched in March, sold out within three weeks.
The business has also strengthened its operating platform, transitioning seamlessly to third-party logistics provider Torque, and returning to its refurbished headquarters at Kew Studios.
With the turnaround increasingly established at home, Jigsaw is beginning the next phase of its growth strategy, including selectively expanding its international reach. This Autumn/Winter it will launch through the Nordstrom and Macy’s marketplaces in partnership with Refined Networks, giving the brand access to a significantly broader US customer base.
The performance follows Jigsaw’s strategic reset in 2025, which installed a refreshed team led by Tikki Godley as Managing Director. The strategy has focused on strengthening the core UK business, restoring authority and consistency to the product offer and creating a scalable platform from which the brand can grow across channels and geographies.
Tikki Godley, Managing Director of Jigsaw, said: “This season is further evidence that our turnaround is working. Customers are watching their wallets right now, but still choosing Jigsaw. We have focused relentlessly on making the product better and more distinctive, while bringing greater discipline to how we buy, trade and operate. Customers are responding, and importantly we are seeing that across stores, digital and concessions
David Ross said: “I would like to thank every single one of our employees in the stores, studio, and our suppliers, who work day in and out to exceed customer expectations and deliver our exceptional product to the shelves seamlessly. The AW26 is coming to stores and is one of our best yet. I can’t wait for our customers to see it.”
