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International rescue could be the only lifeline for Aquascutum

Aquascutum is likely to be rescued by an international group according to industry sources, following the British heritage brand’s collapse into administration this week.

Aquascutum, which is owned by British Fashion Council chairman Harold Tillman, has already attracted the attention of Hong Kong-based YGM Trading, which owns the brand in Asia. Other bidders are thought to include Itierre, which holds the licence for the brand in Europe, and Hong Kong sourcing company Li & Fung.

First round bids are expected next week, according to administrator FRP Advisory. It declined to comment on interested bidders.

Industry figures and insolvency specialists agreed that the Aquascutum will be “extremely challenging” to sell given its financial history and dependency on former sister company Jaeger, now in the hands of Better Capital after being sold on Monday (April 16). The problem lies in YGM Trading’s ownership of the brand in 42 countries in Asia, they say. This will rule out any opportunity of gaining a foothold in one of the world’s biggest growth markets.

One source close to Aquascutum said: “It’s a loss-maker and has historically lost money. If an outsider comes in, someone has already got mainland Europe and they can’t touch Asia. Who will buy it already knowing that these markets are taken?”

Sources also said that Aquascutum had little assets beyond intellectual property in the UK and the US. The three stores, 16 concessions and its factory in Corby would have little appeal to a UK buyer.

Bill Webb, senior lecturer in retail management at the London College of Fashion, said YGM Trading would be keen to avoid “divergence” of the brand on two continents. There had already been obvious differences in design, development and sourcing between Asia and the UK since Tillman bought Aquascutum in 2009. A new owner might accelerate this.

He explained: “Aquascutum’s a brand that has grown on the strength of the Asian consumer. The world is a small place today so to see differences could be detrimental to [YGM’s] brand.”

Other sources have suggested that department stores such as Debenhams and House of Fraser, might also be interested in adding Aquascutum to their own-brand portfolio. One source said: “It would make a great department store brand because it carries a bigger price tag – and bigger margin – than an own-label brand.”

Readers' comments (2)

  • The thought of Debenhams or House of Fraser owning this brand is terrible!!!! I really think that people have lost the plot when it leads to this sort of speculation and ideas. A successful brand in the far east needs a strong brand image here in Europe otherwise the strength of its own business will be greatly devalued. This is brand that can only be revived by the profitable Far east division that nurtures its growth carefully so it can reap the benefits abroad. Bill Webb is correct why dont people listen!!!!!

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  • Debenhams or HOF? What a disaster that would be! I'd rather the brand not reappear then slum it out in those two stores. Oh dear!

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