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Oscar Jacobson tailoring the
future of menswear

2024 was another solid year for menswear company Oscar Jacobson.
With its focus on innovative thinking, sustainability and a broader

product range, the brand continues to enjoy growth.

Despite global economic challenges, Oscar Jacobson A COMPLETE LIFESTYLE BRAND
continues to maintain close to 10-percent profitability.The In the past, Oscar Jacobson focused on the classic suit, but its
clear shift in the company’s business model is one factor range was expanded in recent years to become a lifestyle brand
contributing to the company’s success. The company transitioned encompassing a man’s entire wardrobe.
in recent years from working primarily with retailers to now offering
its products through 20 of its own physical stores. Its focus is “Today, we’re basically seeing that half of our sales are suits and
primarily on the Nordic region, with three new stores being opened in the other half come from other product groups,” says Richard
Gothenburg, Oslo and Copenhagen in 2024 while two existing stores Woodbridge. “Our outerwear, footwear and knitwear have enjoyed
were fully renovated. fantastic growth.”

Along with the expansion of physical sales channels, the company Another product group that is rapidly growing is shirts. Oscar
also launched a unique digital 3D tool online for made-to-measure Jacobson has gone from selling 17,000 shirts per year to 90,000 in
suits. recent years.

“The Custom Made tool offers our customers great opportunities,”
says Richard Woodbridge, CEO of Oscar Jacobson. “We’re seeing
increased demand for personalized and tailored garments. Custom-
ers can use the tool to design garments to their own specifications in
terms of measurements, fabric, model and details such as buttons
and lining, making their garments unique.”

SUSTAINABILITY AS A STRATEGY TOWARDS FUTURE SUCCESS
When customers custom-make their personalized, unique garments, Oscar Jacobson combines tradition and innovation to deliver quality
they tend to wear them for longer. The fashion industry has major and sustainable value. Combined with optimism, drive and clear
problems with fast fashion and overconsumption. Garments are goals, this will enable the company to continue to make an impact on
only used a few times before being thrown away, something Oscar the fashion industry – in 2025 and for many years to come.
Jacobson wants to change by extending the useful life of each
garment. “Our biggest challenge will be to carry on growing profitably. We can
still see great opportunities in the Nordics. By establishing two new
During the year, the company invested in the Worldfavor system, stores in Aarhus, Denmark and Malmö, Sweden in the first quarter, as
which offers greater control over the value chain and provides climate well as continuing to focus on e-commerce and product development,
impact metrics, from manufacture to store. It also opened its second we’re laying the foundations for future success,” concludes Richard
Sustain store in Gothenburg, a second-hand option focusing on reuse. Woodbridge.

“The Sustain concept allows us to give garments a new lease of life
so they can delight more customers,” says Richard Woodbridge. “The
concept has been fantastically well received, which resulted in us
winning this year’s Impact Award at the Habit industry gala.”

Today, we’re seeing that half of our
sales are suits and the other half
come from other product groups

RICHARD WOODBRIDGE,
CEO

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