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O SOCSAC RA RJ AJ CAOC BO SBOS NO N
Uncompromising quality
drives sustainable fashion
The historic menswear company Oscar Jacobson celebrated its 120th
anniversary in 2023 with another record year. With a classic cut,
high quality and a wide range, the style-conscious man can select
Oscar Jacobson for both everyday wear and festive occasions.
For Oscar Jacobson, 2023 was another successful year. Both net choosing the fabric, lining and cut. Having a suit made for an extra
sales and earnings reached new record levels. special occasion, such as a wedding, is in vogue.
“We’re a bit surprised that we’re continuing to grow at this pace
and that we’ve grown by 60 percent compared to the year before the “There’s a clear sustainability aspect to the offering,” says Richard
pandemic (2019),” says Richard Woodbridge, CEO of Oscar Jacobson. Woodbridge. “In Custom Made, we make all suits to order, thus avoiding
“But it shows we have a brand and range that many customers are overproduction and inventory risk.”
attracted to and appreciate.”
From a global perspective, fast fashion, with its emphasis on
INVESTING IN NEW MARKETS AND STORES quantity rather than quality, is a huge problem. In ten years, the
number of people on the planet has increased by eleven percent, while
During the year, Oscar Jacobson invested both in new markets and in the consumption of clothing has more than doubled. This poses major
developing its stores. The company opened three of its own stores in challenges for people and the environment. The solution is to take
Denmark in 2023. Sales have exceeded expectations and a fourth store responsibility for reducing consumption.
is planned to open in early 2024.
“If we can help produce one less garment, it makes a difference,” says
The Oscar Jacobson store on Birger Jarlsgatan in Stockholm has Richard Woodbridge. “Manufacturing currently accounts for 80 percent
undergone an extensive upgrade, and the company has also had its of a garment’s total carbon footprint. If you can double the number of
outlet store in Barkaby renovated and made the decision to move the times you use your clothes, from an EU average of seven to eight to 15
store in Täby, Stockholm. Today, the company has 19 of its own stores times, your carbon footprint will be halved.”
in Scandinavia.
SUSTAIN FOR A CIRCULAR FASHION INDUSTRY
“Our stores are important to us and during the year, direct-to-
consumer sales have grown by 20 percent compared to the previous The Oscar Jacobson range consists of high quality craftsmanship in
year and 85 percent compared to before the pandemic (2019),” says a classic style with extensive durability, which is well suited for reuse.
Richard Woodbridge. The circular concept of Sustain by Oscar Jacobson, introducing reuse
in physical stores in Stockholm and online, emerged from this idea in
Oscar Jacobson has made a major change in terms of its online sales 2021.
during the year. The company now sells to all EU countries in English,
with dedicated sites for Sweden, Denmark and Norway. Online growth “We didn’t really expect such an impact and response to Sustain,”
in 2023 was 45 percent, and total e-commerce net sales amounted says Richard Woodbridge. “About 70 percent of all the garments that
to SEK 61 million. The company will also establish a new e-commerce come in are sold within two weeks, and they’re now selling so well that
platform to enable it to scale up its online business more quickly. we simply can’t get enough clothes.”
Intensive work is underway to create a brand-new infrastructure for
a new online store scheduled to open in March 2024, with the aim of The success of Sustain has been both surprising and overwhelming.
achieving sales of SEK 100 million in the near future. Another piece The store has by far the best growth of all Oscar Jacobson stores in
of news is that Oscar Jacobson is making sales through Zalando 2023, with sales doubling in the last year. A new Sustain store is now
Marketplace to reach an even wider audience and complement its about to open in Gothenburg.
other sales channels.
“To Oscar Jacobson, Sustain is more than just a shop,” says Richard
Woodbridge. “This is our contribution to creating a more circular
fashion industry, and our clothes are perfect for reuse.”
SUSTAINABLE MENSWEAR GETS A LONGER LIFESPAN Richard Woodbridge, CEO
With the suit as the staple of a man’s wardrobe, Oscar Jacobson has
continuously developed its range. New additions such as jeans, shirts
and shoes account for an increasing share of net sales and reinforce
the overall look and feel of the brand.
As a supplier to the Royal Court, the brand works with some of the
world’s most exclusive weavers and offers a wide range of quality
fabrics. Oscar Jacobson saw increased demand in 2023 for its Custom
Made offering, which allows customers to personalize their suits by
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