Growth of Schott the iconic us brand on marketplaces

French group JAJ is the exclusive distributor of Schott NYC, the iconic brand that combines authenticity and modernity. With a strong identity, Schott has established itself as a recognized name in the apparel market. The brand was founded in New York in 1913 by brothers Irving and Jack Schott.

Known for designing the first biker jacket, which Irving named the Perfecto, the brand also played a role during World War II by designing bomber jackets for the US Air Corps and peacoats in collaboration with the US Navy.

These three iconic products are still sold by the brand today and remain highly popular, particularly among younger generations.

It was in 2011 that the JAJ group became aware of the opportunity offered by new digital channels. Seeking to develop Schott’s visibility, the group decided to transform its distribution strategy, moving from a primarily wholesale model toward a retail approach that would provide greater control over the brand and expand its offering across digital platforms.

The JAJ group’s objective was not to place its entire product range on marketplaces, but rather to segment the assortment according to the specific characteristics of each digital channel.

However, the workload involved in launching on marketplaces was too significant for JAJ to manage alone. The group therefore turned to specialists whose core expertise is marketplace distribution, and this is where Neteven came in.

The JAJ Group chose to entrust Neteven with this fashion marketplace management project, as the company was able to provide the required technological and human resources.

Working alongside the group from day one, Neteven’s experts devoted themselves entirely to its marketplace development and to growing online revenues.

Throughout these eleven years of partnership, JAJ was able to rely on the presence and responsiveness of a dedicated Customer Success Manager, whose proximity was one of the reasons for the group’s satisfaction and an essential factor in the success of the collaboration.

Combined with a powerful technological platform and advanced functionalities such as product mapping, promotional mechanisms, stock management, order management, and third-party warehousing, Neteven became the partner of choice for helping the group achieve its objectives.

Today, marketplaces account for 10% of sales and represent an essential channel within the group’s strategy. Between 2021 and 2022, Neteven enabled JAJ to double its marketplace revenues, achieving a 107% increase.

With a solid sales dynamic and strong growth on marketplaces, Schott is accelerating its growth in France (up 48.9%*) and the rest of Europe (up 17.4%*).

The JAJ group hopes to maintain this performance and develop its offer in several European countries, particularly Eastern Europe, where the Schott brand’s sales potential is high. With a presence already on Zalando in several countries, La Redoute and Galeries Lafayette, JAJ wants to join new marketplaces, in line with the group’s strategy and positioning.

To do this, the teams at JAJ can count on Neteven’s experts to support, advise and guide them in their choices to continue the Schott brand’s development.

*compared to the previous year