Jack Wills to axe Aubin & Wills
Jack Wills is understood to be on the verge of axing its sister brand Aubin & Wills just four years after it was established.
According to The Sun, the brand’s suppliers have been told that the Aubin & Wills name will disappear from the high street after Christmas with all but three of the 11 stores closing.
The newspaper has reported that an executive from Jack Wills has sent an email to suppliers which 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.”
Jack Wills launched the Aubin & Wills brand in 2008 with the aim of expanding its market to the 25-35 age group.
