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Jack Wills to can Aubin & Wills

British retailer Jack Wills is to axe sister brand Aubin & Wills after just four years, to focus on the preppy fashion chain.

It is understood that staff and suppliers were told yesterday that after Christmas stores will be closing.

According to the Sun, all but three of the retailer’s 11 stores will be shut as management at the retailer “capitalise” on the international opportunity for Jack Wills.

In an email seen by the Sun Jack Wills executive Glen Tinton said: “Our competition has become sharper than ever and our customers have become more demanding than ever.

“Aubin & Wills is a brand that has captured us all in different ways and it feels so tantalisingly close to us having the brand right. At its core, however, it just does not have the fundamental business model advantages that Jack Wills has.”

Aubin & Wills was launched by the young fashion chain’s founders four years ago as the more mature version of Jack Wills.

Readers' comments (3)

  • From the downsizing of their Selfridges concession, huge plugs on the J.W homepage and handbook you could tell the brand was in trouble. Personally, I saw the final nail in the coffin when their new season "almanac" was delivered along with a 20% off promo card!

    Terrible shame all the same, the brand had some great quality product (some of which was manufactured in the U.K) and strong ties with the art,literature and music world. Unfortunately these don't appear to have translated in to sales.

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  • I think it's a real shame, as there were some strong designs and great quality product among the collection.
    But there were two key problems: the first was pricing. Yes, the quality and design commanded higher prices, but a plain black hoodie for £90? Prices needed to be adjusted slightly.
    Secondly, while there were some great prints and colour palettes in part of the collection, much of it was very basics-led. Going back to the first problem, it's difficult to justify super-high prices for a T-shirt.
    Address these problems and it could still be a great business.

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  • www.Anthony&

    Shame, it was a really good brand - had some great items made in England.
    People say they would be happy to put pay more for made in England than made in China - but when it comes to the crunch most pick the cheaper of the 2.

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