Case study Jimmy Choo

The company

Jimmy Choo is a globally recognized luxury footwear and accessories brand. Since acquisition by TowerBrook it has expanded into numerous product categories and has stores around the world.

Why we invested

  • Iconic brand with positive associations and brand appeal
  • Well positioned in growing global luxury goods market
  • Potential for significant margin improvement and product mix optimization
  • Significant rollout potential in Europe, Asia and the U.S.
Year of investment


Sales (year to December 31, 2010 )



Exited, 2011

Sector - Consumer

Building a better business

At the time of its acquisition by TowerBrook, Jimmy Choo was still a relatively young and underpenetrated brand compared to several other luxury goods players. Its brand integrity had been maintained by limiting distribution to selected retailers and exclusive locations in order to support its positive brand image.

Under TowerBrook’s ownership, a new CEO and CFO were appointed and a new organizational structure was put in place. An expansion and investment strategy was developed, and TowerBrook supported the company in its strategic objective of growing the business into a globally recognized luxury goods brand.

Numerous opportunities for improvement were identified. The product range was rebalanced, distribution expanded and new licensing collaborations announced. The core shoe and handbag offerings were expanded and new product categories launched, including eyewear, small leather goods, accessories and fragrances.

Tight control of capex and careful inventory management enabled Jimmy Choo to weather the financial crisis of 2008-9 and supported a strong sales performance in 2010, prior to TowerBrook’s exit.

The first Jimmy Choo store was opened on Motcomb Street, London, in 1996.

The Jimmy Choo brand has won numerous industry awards including the British Fashion Awards Designer Brand category in 2008.