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Jack Wills Founder Relaunches Aubin Brand With Backing From Next

Jack Wills founder Peter Williams relaunches Aubin brand with backing from Next. Getty Images.
Jack Wills founder Peter Williams relaunches Aubin brand with backing from Next. Getty Images.

The British high-street retailer has taken a 33 percent stake in the label and will also provide e-commerce infrastructure to support its operations. The financial terms of the deal were not disclosed.

The brand’s relaunch as a menswear label comes after a 9-year hiatus. Founder Peter Williams shuttered the brand, originally known as Aubin & Wills, to focus on sister brand Jack Wills in 2012.

The partnership with Next reflects changes in the market accelerated by the pandemic. Aubin will be available from September 7 through a single store on London’s Carnaby Street and via its e-commerce site, serviced by Next.

The deal is the latest sign of Next’s ambitions to expand its influence following the pandemic. The company has proved resilient as a result of its sizable online business. In March it acquired a 25 percent stake in upmarket label Reiss.

Learn more:

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