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A new day for Jag: How APG & Co is waking up its “sleeper brand”

Inside Retail: I know Jag celebrated its 50th anniversary last year. How did you mark the occasion?  Samantha De Kauwe: Last year was really about regrouping post-Covid. I started in this role at the start of 2022, and for me it was about setting the brand intention for the future and building the right foundation. It wasn’t a brand relaunch, but rather a reset to go back to the core and ask, ‘What do we stand for?’ And then, setting a good foundation to realise the potential of t