It operates in the market of casual wear and lifestyle, with denim playing an integral part in the product range.

In 1985, Jeanswest branched into Queensland, buying the Eagle Jeans chain of stores, followed by New South Wales in 1987 and Victoria in 1992.

In 1990 Mr Norwood relinquished control of JeansWest to Peter Volk and Glorious Sun Group and the company's headquarters moved from Perth to Melbourne.

Jeanswest entered voluntary administration in Australia as of 15 January 2020[update], leaving the future of its 146 Australian stores and the employment of its almost-1000 strong staff in doubt.

The company has since expanded to the Middle East, Russia, Mauritius, and Peru represented under the name "Jeanswest Australia."