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.