History | jackwills

1999

Jack Wills was established in 1999 by Peter Williams and Robert Shaw. The two university friends wanted to create a brand that embodied what being in a traditional British university felt like hence their famous slogan “University Outfitters” They created Jack Wills named after Peter’s grandfather Jack Williams.

The brand’s first products were vintage inspired t-shirts with Jack Wills written on the front. These were sold in their first store in Fore Street, Salcombe, Devon

Oct 1999

They opened a second shop in Fulham,London, a few after the shop was raided and thousands of pounds worth of stock was stolen.

2000

They then re opened their official second store in Alderburg , Suffork

Several stores were opened in univeristy cities and seaside towns

July 2007

Inflexion a Private equity firm bought a 27% stake in Jack Wills.

With the investment the brand opened franchises in Dubai,Kuwait, Hong kong and the United States . Inflexion also brought in a team of successful retail entrepreneurs on the Jack Wills board including former Burberry Chief Executive Rose Marie.

2008

Willams and Show launch a new brand Aubin & Wills which was aimed at graduates.

Aubin Wills Autumn/Winter 2012 campaign with model Sophie Dhal

2013

Aubin Wills ceased trading..

2009

Jack Wills Outlet website launched

2010

Jack wills opened three shops in the United states.

Aubin wills demographic was 25-35 year old "Jack wills" graduates. The brand was very popular with a lot of celebrities.

Their slogan was

"Modern British design inspired by the past living in the present"

Jack wills outlet is by invitation only . Members are chosen from the regular Jack wills account and placed on a waiting list. The products on sale are last seasons items that are reduced by 70% plus. Every three months membership is reviewed and can be revoked of no purchases are made within that period

Unfortunately the sister brand did not do as well as Jack wills and ceased trading after Christmas in 2013.

“At its core…it just does not have the fundamental business model advantages that Jack Wills has " Glen Tinton , Jack Wills Chief Exec

The reason Aubin wills did not do as well as Jack wills could be beacuse the targer audience in that age group do not feel a need to belong to a certain subculture and have a wide range of places to shop. Aubin wills had a lot of competion from well established brands such as Polo Ralph Lauren

Wendy Becker appointed Chief Executive of Jack Wills. Her previous appointments were Chief Marketing Officer of Vodafone and Managing Director of TalkTalk