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Jigsaw increased sales by 18% year-on-year for the SS26 season, extending on the momentum achieved during Christmas 2025, as the British fashion brand prepares to launch on two major US marketplaces.
The result was supported by growth across every channel. Online sales rose 21%, comprising a 19% increase in the UK and a 48% uplift internationally, while concession sales climbed 47%.
Store sales increased 6% overall and 11% on a like-for-like basis, providing further evidence of improving demand within Jigsaw’s existing retail estate.
The performance follows a 26% year-on-year sales increase over Christmas 2025, with sales through the online channel up 34% and concession sales 46% higher. Profit margin improved by 35% during the festive trading period as the retailer tightened buying controls and stock management.
Jigsaw began its strategic reset in the second quarter of 2025, receiving funding from its majority shareholder and appointing Tikki Godley, formerly of Never Fully Dressed and Ted Baker, as Managing Director. The strategy has concentrated on strengthening the core UK business and restoring consistency to its product offer, alongside greater commercial discipline.
Jigsaw SS26
Dresses lead product growth
Dresses were the strongest category during Spring/Summer 2026, with sales rising 43% as customers bought occasionwear and printed styles. Jersey also performed well, while cover-ups benefited from shoppers purchasing complete looks across categories. A yellow suit launched in March sold out within three weeks.
Jigsaw attributed the performance to distinctive design, quality fabrics, attention to fit and wearable British fashion. The retailer has coupled its product work with tighter buying and stock controls, with a stronger focus on full-price trading.
“This season is further evidence that our turnaround is working. Customers are watching their wallets right now, but still choosing Jigsaw,” Godley said.
“We have focused relentlessly on making the product better and more distinctive, while bringing greater discipline to how we buy, trade and operate.”
The increase came during a subdued season for UK retail. Total retail sales fell 3% year on year in April, while non-food sales declined 3.3%, although the earlier timing of Easter shifted some spending into March.
Jigsaw has also moved its logistics operation to third-party provider Torque and returned to its refurbished Kew Studios headquarters.
US marketplaces extend international reach
For Autumn/Winter 2026, Jigsaw will launch through the Nordstrom and Macy’s marketplaces in partnership with Refined Networks, opening access to more US customers.
The international move will run alongside its UK bricks-and-mortar strategy. Jigsaw has confirmed plans to add 10 stores during 2026, which would expand its standalone estate by almost a quarter.
The retailer appointed Chris Browne as Retail Director in April to oversee that expansion. Browne joined following 30 years at Ted Baker, where he helped take the brand from eight stores to a global network of more than 500 locations.
Jigsaw Managing Director Tikki Godley is among the speakers at TheIndustry.fashion Fashion [Un]Bound Summit on 15 October at The Forum, Leadenhall. Other speakers include Superdry CEO Julian Dunkerton, high street champion and retail consultant Mary Portas and H&M UK Managing Director Karen O’Rourke. Tickets are available here.