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Here are 1-3 brief analogies to describe J.Jill (JILL):

• Talbots for relaxed, comfortable women's fashion.
• A more classic, understated Chico's for women's apparel.
• The everyday, non-outdoorsy Lands' End for women's clothing.

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• Women's Apparel: A wide range of clothing items including tops, bottoms, dresses, sweaters, and outerwear for various occasions.
• Accessories: Complementary items such as jewelry, scarves, handbags, and belts designed to complete an outfit.
• Footwear: A selection of shoes, sandals, and boots designed to complement their apparel collections.

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J.Jill (Symbol: JILL)

J.Jill is a direct-to-consumer (DTC) retailer, selling primarily to individual customers through its retail stores, e-commerce website, and catalogs. The company focuses on women's apparel, accessories, and footwear.

Based on J.Jill's brand positioning and product offerings, its primary customer categories can be described as follows:

1. The Ageless Style Seeker: This category includes women, typically aged 40 and above, who prioritize timeless, sophisticated style over fleeting fashion trends. They seek comfortable yet polished clothing that is versatile enough for various occasions, from daily wear to social gatherings. They value an "inspired point of view on life and fashion" and appreciate clothing that helps them feel confident and well-dressed without being overly trendy.
2. The Comfort & Quality Conscious Shopper: These customers place a high value on the feel, fit, and durability of their clothing. They are often drawn to J.Jill's use of natural fabrics, comfortable silhouettes, and well-constructed garments designed for longevity. They appreciate the brand's commitment to comfort, particularly highlighted in collections like the "Wearever" line, and seek clothing that feels as good as it looks.
3. The Lifestyle-Driven Shopper: This category encompasses women whose active or relaxed lifestyles dictate a need for versatile, easy-care, and comfortable clothing suitable for a range of activities. They appreciate apparel that supports travel, leisure, social events, or a refined casual everyday without sacrificing personal style. They seek clothing that seamlessly integrates into their daily routines and diverse needs.

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Mary Ellen Coyne, Chief Executive Officer and President

Mary Ellen Coyne joined J.Jill in May 2025 as its Chief Executive Officer and President, also serving on the company's Board of Directors. Prior to J.Jill, she was CEO of J.McLaughlin, where she revitalized the brand, drove significant growth, and expanded its retail footprint and e-commerce capabilities. She brings over three decades of executive experience in the retail sector, having held senior leadership positions at Ralph Lauren, Victoria's Secret, Banana Republic, and Ann Taylor.

Mark Webb, Executive Vice President, Chief Financial and Operating Officer

Mark Webb joined J.Jill in May 2019 as Executive Vice President, Chief Financial and Operating Officer, and was appointed to his current position in July 2021. He is responsible for leading Finance, Tax, Accounting, Treasury, Investor Relations, Business Planning, Real Estate, IS, Supply Chain, and Logistics. Before J.Jill, Mr. Webb served as Senior Vice President, Chief Financial Planning & Analysis and Treasury Officer at Hudson's Bay Company from 2018 to 2019. He also held multiple leadership roles at Gap, Inc. from 1995 to 2017, including Senior Vice President and Chief Financial Officer for Gap Brand and Intermix.

Maria Martinez, SVP, Chief Human Resources Officer

Maria Martinez joined J.Jill in 2023 as SVP, Chief Human Resources Officer. She has over 25 years of HR leadership experience and previously served as Chief Human Resources Officer of Axogen and HSNi.

Shelley Liebsch, SVP, Chief Merchandising Officer - Merchandising, Planning & Visual

Shelley Liebsch serves as the Senior Vice President, Chief Merchandising Officer, overseeing Merchandising, Planning & Visual for J.Jill.

Kathleen Boland Stevens, Senior Vice President, General Counsel, Secretary And ESG

Kathleen Boland Stevens holds the position of Senior Vice President, General Counsel, Secretary And ESG at J.Jill.

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The key risks to J.Jill's business include:

1. Intense Competition and Evolving Consumer Preferences: J.Jill operates in a highly competitive women's apparel sector, facing challenges from numerous brands, including direct rivals such as Chico's FAS, Talbots, and J.Crew. The company's ability to maintain market share and attract consumers is crucial, especially given rapid shifts in fashion trends and preferences. J.Jill has experienced struggles in capturing consumer interest and pressure on full-price selling, with its market share in the Apparel, Footwear & Accessories Industry dipping to 2.8% in Q3 2025. While J.Jill targets an affluent demographic of women aged 45 and older, its focus on this specific segment may limit growth potential in a dynamic retail environment.
2. Sensitivity to Economic Fluctuations and Discretionary Consumer Spending: J.Jill's financial performance is sensitive to changes in economic conditions and consumer discretionary spending. Economic downturns can lead to reduced spending on items like clothing, directly impacting the company's sales and profitability. This risk is highlighted by J.Jill's decision to withdraw its full-year guidance in 2025 due to increased uncertainty in the macroeconomic environment.
3. Operational Challenges, Supply Chain Costs, and Tariffs: The company faces operational efficiency challenges, including the impact of tariff-related costs and the need for increased promotional activity to move products. For example, Q4 2025 guidance anticipated a significant decline in adjusted EBITDA, partly attributed to tariff hits and gross margin pressure from promotions. Furthermore, J.Jill's reliance on physical stores, despite a multi-channel approach, poses risks in an environment with declining foot traffic. The company's revenue also saw a three-year growth rate of -5% by Q3 2025, indicating potential difficulties in revenue generation.

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The accelerating proliferation and maturation of digitally-native, direct-to-consumer (DTC) apparel brands. These brands leverage agile supply chains, data-driven personalization, and lower operating overheads to offer highly curated products and superior online experiences to specific demographic niches, including J.Jill's target customer. This allows them to challenge established retailers by offering competitive pricing, unique product assortments, enhanced convenience, and often more transparent or value-driven brand narratives (e.g., sustainability, ethical sourcing).

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J.Jill (symbol: JILL) operates within the U.S. women's apparel market, targeting primarily women aged 45-65, with offerings that include regular, petite, tall, and plus sizes in clothing and accessories.

The addressable markets for J.Jill's main products and services in the U.S. are as follows:

• The U.S. Women's Apparel Market was valued at approximately USD 291.6 billion in 2023. Projections indicate this market is expected to reach over USD 153 billion from 2024 to 2029 and could reach USD 390.5 billion by 2032. Another source indicates the market size of Women's Clothing Stores in the US was $77.1 billion in 2024, and is projected to be $77.3 billion in 2025.
• The U.S. Plus Size Women's Clothing Market was valued at USD 58.87 billion in 2023 and is anticipated to reach USD 101.94 billion by 2032, growing at a CAGR of 6.29%. Other estimates place the U.S. plus-size women's clothing market at an estimated value of USD 107.0 billion in 2024, with a projection to increase to USD 151.6 billion by 2033 at a CAGR of 3.9%. For Plus-Size Women's Clothing Stores specifically, the market size in the US was $13.3 billion in 2024 and is projected to be $13.3 billion in 2025.

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• Expansion of Store Footprint: J.Jill anticipates driving revenue growth through the strategic opening of new retail locations. The company expects to grow its net store count by 5 to 10 stores in fiscal year 2025, with capital expenditures projected to support these new stores. This expansion is a direct effort to increase physical presence and reach a broader customer base.
• Enhancement of Omnichannel Capabilities and Direct-to-Consumer Channel: Investments in the Order Management System (OMS) project are underway and expected to be fully implemented in fiscal year 2025. This initiative, alongside the successful launch of ship-from-store capabilities across the entire fleet, aims to optimize the customer experience, drive sales growth, and support gross margins, particularly within the strong direct-to-consumer channel. The direct channel has shown relative strength and contributes a significant portion of total sales.
• Product Innovation and Assortment Refinement: J.Jill is focused on refining its product assortment, leveraging a "quality, fabric-first approach," and driving differentiation in its products and sub-brands. This strategy is designed to meet a broad spectrum of customer needs and preferences, leading to strong full-price selling and attracting both loyal and new customers. The company emphasizes relevant product and an engaging customer experience to drive demand.
• Customer Acquisition and Retention through Brand Modernization: The company has been modernizing its brand and value proposition to be more relevant and inclusive, and optimizing its marketing mix. The focus on customer growth and operational improvements provides a solid foundation for future growth. By fostering its loyal customer base and welcoming new customers, J.Jill aims to increase its overall customer count and, consequently, its sales.

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Share Repurchases

• J.Jill's Board of Directors authorized a share repurchase program for up to $25.0 million of the company's common stock, set to expire in December 2026.
• As of September 3, 2025, approximately $20.0 million remained available under this share repurchase authorization.
• For the first two quarters of fiscal year 2025, ending August 2, 2025, J.Jill repurchased 255,240 shares of its common stock for an aggregate of $4.5 million.

Share Issuance

• No significant share issuances were made by J.Jill in the last 3-5 years. The company's initial public offering in 2017 involved shares sold by a selling stockholder, with J.Jill not receiving any proceeds.

Capital Expenditures

• J.Jill expects total capital expenditures for fiscal year 2025 to range between $20.0 million and $25.0 million.
• Capital expenditures were $17.8 million for fiscal year 2024 and $16.9 million for fiscal year 2023.
• The focus of these expenditures includes supporting store growth (with plans for 1 to 5 net new stores in fiscal 2025), enhancing ship-from-store capabilities, addressing maintenance needs, and upgrading technology such as the new point-of-sale and order management systems.