Saturday, December 3, 2022
HomeTv & ShowRebecca Judd: Why activewear brand Jaggad closed its flagship Melbourne store

Rebecca Judd: Why activewear brand Jaggad closed its flagship Melbourne store


Why Rebecca Judd’s activewear brand Jaggad closed its flagship Melbourne store and cut ties with two retail giants in a move that shocked the industry

The athleisure industry was rocked this week by news Jaggad – the popular activewear brand co-owned by AFL power couple Rebecca and Chris Judd – had closed its only physical store and cut ties with third-party retailers.

And the company’s chief customer officer, Scott Browning, has now explained the decision, telling news.com.au it was down to the pandemic and trading issues.

Browning said on Friday that major retailers Myer and The Iconic ‘refused delivery’ of their supplier partner orders due to Covid uncertainty.

Revealed: Why Rebecca Judd's (pictured) activewear brand Jaggad closed its flagship Melbourne store and cut ties with two retail giants in a move that shocked the industry

Revealed: Why Rebecca Judd’s (pictured) activewear brand Jaggad closed its flagship Melbourne store and cut ties with two retail giants in a move that shocked the industry

‘This meant Jaggad was forced to sell all that stock online as our only remaining channel of operation,’ Mr Browning explained.

Jaggad is reaping the rewards of selling online only, with Mr Browning adding: ‘The switch to [a] 100 per cent online, direct-to-customer model has resonated with our customers and allowed us to still grow accordingly over the last two years.’

The Herald Sun reported earlier this week that the athleisure brand, co-founded in 2013 by Bec, Chris and fellow AFL couple Steven and Michelle Greene, was ‘shifting its entire business model online’.

Change of pace: Jaggad's chief customer officer, Scott Browning, has explained the decision, saying it was down to Covid and trading issues. Jaggad, co-founded in 2013 by Bec, Chris and fellow AFL couple Steven and Michelle Greene (left), has now shifted its entire business online

Change of pace: Jaggad’s chief customer officer, Scott Browning, has explained the decision, saying it was down to Covid and trading issues. Jaggad, co-founded in 2013 by Bec, Chris and fellow AFL couple Steven and Michelle Greene (left), has now shifted its entire business online

A Google search for the flagship store in Brighton shows it has ‘permanently closed’.

The newspaper reported the store would remain closed ‘for the foreseeable future’, with all staff redeployed across the business.

In addition to Myer and The Iconic, Jaggad has also severed ties with Stylerunner, Glue and Revolve.

Changes: Jaggad is reaping the rewards of selling online only, with Mr Browning telling News.com.au: 'The switch to [a] 100 per cent online, direct-to-customer model has resonated with our customers and allowed us to still grow accordingly over the last two years'

Changes: Jaggad is reaping the rewards of selling online only, with Mr Browning telling News.com.au: ‘The switch to [a] 100 per cent online, direct-to-customer model has resonated with our customers and allowed us to still grow accordingly over the last two years’

Gone: A Google search for the flagship store in Brighton shows it has 'permanently closed'

Gone: A Google search for the flagship store in Brighton shows it has ‘permanently closed’

The move means customers will now have to buy from Jaggad directly, instead of a third-party retailer. 

It’s not the only major change the brand has made recently.

In February last year, Jaggad quietly removed all menswear from its website. 

Closed shop: The Herald Sun reported earlier this week that the athleisure brand, co-founded in 2013 by Bec, Chris and fellow AFL couple Steven and Michelle Greene, was 'shifting its entire business model online'. Pictured: Jaggad's now-shuttered Brighton retail store

Closed shop: The Herald Sun reported earlier this week that the athleisure brand, co-founded in 2013 by Bec, Chris and fellow AFL couple Steven and Michelle Greene, was ‘shifting its entire business model online’. Pictured: Jaggad’s now-shuttered Brighton retail store

The Melbourne-based brand previously offered a range of sportswear for men, including shorts, jumpers, T-shirts and lightweight jackets.

The label offered customers 70 per cent off all menswear in a flash sale just before Christmas 2020.

The unsold garments were then removed from the website.

Going it alone: In addition to Myer and The Iconic, Jaggad has also severed ties with Stylerunner, Glue and Revolve

Going it alone: In addition to Myer and The Iconic, Jaggad has also severed ties with Stylerunner, Glue and Revolve

It’s unclear if the brand intends to launch a new menswear collection at a later date.

Men’s activewear is a notoriously difficult market to break into, and even P.E. Nation offers ‘unisex’ styles as opposed to a full menswear range.  

‘Our purpose is to encourage people to live unstoppable healthy and active lives, every day,’ the Jaggad website states.

One stop shop: The move means customers will now have to buy from Jaggad directly

One stop shop: The move means customers will now have to buy from Jaggad directly

Advertisement

RELATED ARTICLES

LEAVE A REPLY

Please enter your comment!
Please enter your name here

- Advertisment -

Most Popular

Recent Comments