Rebecca Judd’s Jaggad cuts ties with retail giants Myer, The Iconic

AFL WAG Rebecca Judd’s activewear label Jaggad has closed its flagship store and cut ties with a string of retail giants, after shifting its entire business model online.

AFL WAG Rebecca Judd’s activewear label Jaggad has closed its Melbourne store and cut ties with retail giant Myer, after shifting its entire business model online.

Confidential understands that changes brought on by the Covid-19 pandemic led to the closure of Jaggad’s only retail store in Brighton “for the foreseeable future” and staff redeployments across a team of 30.

Third party retailers Myer, The Iconic, Stylerunner, Glue and Revolve in the US no longer stock the high-end sports fashion label, with items now sold directly via Jaggad’s website.

It comes less than a year after the brand scrapped its menswear range due to low sales.

Over the past six months, frequent flash sales have seen stock marketed at discount rates of up to 50-70 per cent including items from newer collections.

Lauren Henshaw, Michelle Greene, Rebecca Judd and Sylvia Jeffreys announce the Jaggad collaboration with The Iconic in Walsh Bay. Picture: Toby Zerna

Jennifer Hawkins designed the Jennifer Hawkins X JAGGAD collection with Michelle Greene and Rebecca Judd.

However the brand, which has been endorsed by high-profile figures like model Jennifer Hawkins and Olympic runner Morgan Mitchell, is still popular and thriving according to company insiders.

While Covid has had a devastating impact on the retail sector, particularly small businesses, a source said Jaggad saw “unexpected” growth throughout the pandemic.

The company’s financials have never been made public.

Judd, a model and former Channel 9 presenter, first launched Jaggad in 2013 along with her husband, retired AFL star, Chris Judd, former Hawthorn player Steven Greene and his wife Michelle.

Chris and Rebecca Judd. Picture: Julie Kiriacoudis

The couple on the beach in Sorrento.

In 2017, the company faced “significant cash flow issues” due to “financial strain” but has since recovered.

One industry source said selling directly to consumers is actually a “smart” business move.

“They make double the markup by selling it for themselves,” the source said.

Since quitting her media commitments with KIIS FM and Channel 9 in recent years, Judd, 39, has been focused on family life in Brighton with her husband and their four children while also growing her multimillion-dollar empire.

In addition to Jaggad, her other businesses include tanning company Spray Aus and lucrative collaborations and ambassadorships with Land Rover, Chadstone, AIA Australia, cosmetics brand The Skincare Company and fashion brand Ena Pelly.

Originally published as Rebecca Judd’s Jaggad cuts ties with retail giants Myer, The Iconic