Signet is the market leader in a fragmented U.S. jewellery market. Following its Zales acquisition, it commands slightly above 10% market share; the next- biggest speciality player is one tenth its size. It has over 3,500 stores in mall-based and off-mall-based locations. Its biggest brands are Kay (42% of revenue), Jared (20% of revenue), and Zales (20% of revenue); others include Piercing Pagoda, regional brands, and several U.K. and Canadian brands. Of its most profitable revenue from the Sterling division, 50%-60% is made on in-house credit.