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Revenue recognition
 6 Months Ended
Jul. 31, 2021
Revenue from Contract with Customer [Abstract]  
Revenue recognition Revenue recognition
The following tables provide the Company’s revenue, disaggregated by banner, major product and channel, for the 13 and 26 weeks ended July 31, 2021 and August 1, 2020:
13 weeks ended July 31, 202113 weeks ended August 1, 2020
(in millions)North AmericaInternationalOtherConsolidatedNorth AmericaInternationalOtherConsolidated
Sales by banner:
Kay
$673.7 $— $— $673.7 $325.0 $— $— $325.0 
Zales
367.3 — — 367.3 185.1 — — 185.1 
Jared
311.9 — — 311.9 168.5 — — 168.5 
Piercing Pagoda
138.7 — — 138.7 59.3 — — 59.3 
James Allen
108.8 — — 108.8 64.3 — — 64.3 
Peoples
41.4 — — 41.4 20.8 — — 20.8 
International segment banners
— 130.7 — 130.7 — 61.0 — 61.0 
Other (1)
3.9 — 11.7 15.6 — — 4.0 4.0 
Total sales
$1,645.7 $130.7 $11.7 $1,788.1 $823.0 $61.0 $4.0 $888.0 
26 weeks ended July 31, 2021
26 weeks ended August 1, 2020
(in millions)North AmericaInternationalOtherConsolidatedNorth AmericaInternationalOtherConsolidated
Sales by banner:
Kay
$1,350.4 $— $— $1,350.4 $658.5 $— $— $658.5 
Zales
738.1 — — 738.1 367.4 — — 367.4 
Jared
596.0 — — 596.0 313.9 — — 313.9 
Piercing Pagoda
287.6 — — 287.6 110.7 — — 110.7 
James Allen
210.3 — — 210.3 108.1 — — 108.1 
Peoples
76.0 — — 76.0 45.5 — — 45.5 
International segment banners
— 188.1 — 188.1 — 125.9 — 125.9 
Other (1)
5.3 — 25.1 30.4 — — 10.1 10.1 
Total sales
$3,263.7 $188.1 $25.1 $3,476.9 $1,604.1 $125.9 $10.1 $1,740.1 
(1) Includes sales from Signet’s diamond sourcing initiative and Rocksbox.
13 weeks ended July 31, 202113 weeks ended August 1, 2020
(in millions)North AmericaInternationalOtherConsolidatedNorth AmericaInternationalOtherConsolidated
Sales by product:
Bridal
$696.9 $60.7 $— $757.6 $417.1 $28.8 $— $445.9 
Fashion
680.7 20.7 — 701.4 294.5 12.7 — 307.2 
Watches
58.6 41.0 — 99.6 23.7 22.4 — 46.1 
Other (1)
209.5 8.3 11.7 229.5 87.7 (2.9)4.0 88.8 
Total sales
$1,645.7 $130.7 $11.7 $1,788.1 $823.0 $61.0 $4.0 $888.0 
26 weeks ended July 31, 2021
26 weeks ended August 1, 2020
(in millions)North AmericaInternationalOtherConsolidatedNorth AmericaInternationalOtherConsolidated
Sales by product:
Bridal
$1,423.6 $89.5 $— $1,513.1 $731.2 $56.9 $— $788.1 
Fashion
1,342.1 30.4 — 1,372.5 592.4 25.3 — 617.7 
Watches
105.5 58.2 — 163.7 48.3 39.9 — 88.2 
Other (1)
392.5 10.0 25.1 427.6 232.2 3.8 10.1 246.1 
Total sales
$3,263.7 $188.1 $25.1 $3,476.9 $1,604.1 $125.9 $10.1 $1,740.1 
(1)     Other revenue primarily includes gift, beads and other miscellaneous jewelry sales, repairs, subscriptions, service plan and other miscellaneous non-jewelry sales.
13 weeks ended July 31, 202113 weeks ended August 1, 2020
(in millions)North AmericaInternationalOtherConsolidatedNorth AmericaInternationalOtherConsolidated
Sales by channel:
Store
$1,333.3 $106.9 $— $1,440.2 $574.6 $39.3 $— $613.9 
E-commerce
312.4 23.8 — 336.2 248.4 21.7 — 270.1 
Other
— — 11.7 11.7 — — 4.0 4.0 
Total sales
$1,645.7 $130.7 $11.7 $1,788.1 $823.0 $61.0 $4.0 $888.0 
26 weeks ended July 31, 2021
26 weeks ended August 1, 2020
(in millions)North AmericaInternationalOtherConsolidatedNorth AmericaInternationalOtherConsolidated
Sales by channel:
Store
$2,632.9 $136.4 $— $2,769.3 $1,206.5 $88.7 $— $1,295.2 
E-commerce
630.8 51.7 — 682.5 397.6 37.2 — 434.8 
Other
— — 25.1 25.1 — — 10.1 10.1 
Total sales
$3,263.7 $188.1 $25.1 $3,476.9 $1,604.1 $125.9 $10.1 $1,740.1 

Extended service plans and lifetime warranty agreements (“ESP”)
The Company recognizes revenue related to ESP sales in proportion to when the expected costs will be incurred. The deferral period for ESP sales is determined from patterns of claims costs, including estimates of future claims costs expected to be incurred. Management reviews the trends in claims to assess whether changes are required to the revenue and cost recognition rates utilized. A significant change in estimates related to the time period or pattern in which warranty-related costs are expected to be incurred could materially impact revenues. All direct costs associated with the sale of these plans are deferred and amortized in proportion to the revenue recognized and disclosed as either other current assets or other assets in the condensed consolidated balance sheets. These direct costs primarily include sales commissions and credit card fees.
Deferred selling costs
Unamortized deferred selling costs as of July 31, 2021, January 30, 2021 and August 1, 2020 were as follows:
(in millions)July 31, 2021January 30, 2021August 1, 2020
Other current assets$25.4 $26.2 $30.2 
Other assets87.1 85.1 76.4 
Total deferred selling costs$112.5 $111.3 $106.6 
Amortization of deferred ESP selling costs is included within selling, general and administrative expenses in the condensed consolidated statements of operations. Amortization of deferred ESP selling costs was $7.1 million and $17.0 million during the 13 and 26 weeks ended July 31, 2021, respectively, and $3.3 million and $7.6 million during the 13 and 26 weeks ended August 1, 2020, respectively.
Deferred revenue
Deferred revenue consists of the following:
(in millions)July 31, 2021January 30, 2021August 1, 2020
ESP deferred revenue$1,063.8 $1,028.9 $990.5 
Other deferred revenue (1)
43.5 43.1 39.7 
Total deferred revenue
$1,107.3 $1,072.0 $1,030.2 
Disclosed as:
Current liabilities$297.9 $288.7 $330.9 
Non-current liabilities809.4 783.3 699.3 
Total deferred revenue$1,107.3 $1,072.0 $1,030.2 
(1) Other deferred revenue includes primarily revenue collected from customers for custom orders and eCommerce orders, for which control has not yet transferred to the customer.
13 weeks ended26 weeks ended
(in millions)July 31, 2021August 1, 2020July 31, 2021August 1, 2020
ESP deferred revenue, beginning of period$1,049.4 $961.0 $1,028.9 $960.0 
Plans sold (1)
118.6 55.7 242.7 109.4 
Revenue recognized (2)
(104.2)(26.2)(207.8)(78.9)
ESP deferred revenue, end of period$1,063.8 $990.5 $1,063.8 $990.5 
(1)    Includes impact of foreign exchange translation.
(2)    The Company recognized sales of $63.9 million and $136.5 million during the 13 and 26 weeks ended July 31, 2021, respectively, and $9.7 million and $54.2 million during the 13 and 26 weeks ended August 1, 2020, respectively, related to deferred revenue that existed at the beginning of the period in respect to ESP. In Fiscal 2021, no ESP revenue was recognized beginning on March 23, 2020 due to the temporary closure of the Company’s stores and service centers as a result of COVID-19. As the Company began reopening stores and service centers during the second quarter of Fiscal 2021, the Company resumed recognizing service revenue as it fulfilled its performance obligations under the ESP.