Signet Jewelers (SIG) investor relations material

Strategic initiatives and brand evolution

• Transitioned from a banner-focused to a brand-focused strategy, emphasizing unique brand identities and customer stories for Kay, Zales, Jared, and others.

• Expanded into fashion jewelry, targeting growth in an underpenetrated segment and leveraging core brands for business leverage.

• Streamlined leadership and operations, removing a third of senior leadership and aligning brand oversight to drive effectiveness and growth.

• Achieved three consecutive quarters of growth, with Jared leading in brand perception improvements.

Product and assortment strategy

• Enhanced relevance in fashion supports bridal growth, with a balanced focus on lab-grown and natural diamonds across price points.

• Lab-grown diamonds now represent 40% of bridal and 15% of fashion sales, making diamond jewelry more accessible.

• Introduced blockchain-supported traceability for natural diamonds at Jared, differentiating the high-end offering.

• Fashion assortment tailored by brand: Kay focuses on milestone gifting, Jared on affluent couples and higher price points, Zales on self-purchase and diversity.

Store optimization and real estate

• Planned closure of 150 stores, mainly Banter, representing about 1% of total square footage, to reduce overlap and improve market positioning.

• Focused on remodeling and retrofitting existing stores, with 200 renovations annually and investments of $200,000–$800,000 per store.

• CapEx of $150 million, with over two-thirds allocated to store improvements, targeting 2–2.5 year returns and mid-single-digit sales lifts.

• Flexible lease terms enable repositioning stores from declining malls to better locations, with hundreds of opportunities identified.