Expert analysis: the limits of Jott's accelerated expansion under LBO

With the fate of Marseille, France-based casualwear brand Jott (Just Over The Top) hanging on a court decision expected in early February, its fragility is striking following a capital injection of nearly 99 million euros (116 million dollars). Vincent Redrado, an industry expert and founder of French consumer consultancy firm Digital Native Group (DNG), provides a nuanced analysis of the challenges facing a model that has had to combine accelerated growth under a leveraged buyout (LBO) with highly seasonal sales.