The figures are yet to match its ever-improving profile, but Aquascutum’s plans suggest a return to glory is not far off.
Traditionally known for its classic trench coats, Aquascutum’s popularity among Hollywood actors and royal dignitaries in the 1960s made it the height of British cool. Fast forward to today and the brand, which was born in 1851, is rebuilding that reputation.
But in the interim, Aquascutum lost its way. Current losses of £8 million reflect years of an ever-diminishing customer base, which forced its Japanese owner Renown Incorporated to inject some fresh blood.
That came 18 months ago in the form of ex-Pringle chief executive Kim Winser, whose first step was to bring the product up to date and inject some sex appeal into the Aquascutum brand. “I wanted to emphasise our Britishness,” she says. “As Brits we have one of the most creative personalities in fashion.”