British omnichannel behemoth Next is on a spending streak.
LONDON — British omnichannel behemoth Next is on a spending streak: Six months after taking a stake in high-street retailer Reiss, it’s teaming with Jack Wills’ cofounder Peter Williams to relaunch the men’s wear label Aubin.
Williams and the Aubin team will be in control of the brand and product. Aubin will launch online at aubinandwills.com on Sept. 7, and will open a 382-square-foot stand-alone store at 15 Newburgh Street, near Carnaby Street, on the same day. The plan is to open a limited number of stores, although locations have not yet been determined, an Aubin spokesperson said. “We’re a digital brand, but we want to be able to offer consumers a 360 experience, and the store will provide this.”
Simon Wolfson, CEO of Next, said the company believes the “combination of Aubin’s outstanding design and brand-building skills alongside Next’s Total Platform end-to-end online infrastructure can rapidly create an iconic British brand with lasting appeal.” Based in Leicester, England, Next has 500 physical stores in the U.K. and Ireland and an online presence in more than 70 countries. The online platform sells Next products as well as 700 other fashion, home and beauty brands, including Reiss.
Bluegem, the private equity company that once owned Liberty, purchased Jack Wills in 2016, but failed to turn the once-high flying retailer around in what was becoming a difficult climate for high-street retail.Jack Wills was established in Salcombe, Devon in 1999 and quickly became known for British heritage-inspired classics with a contemporary twist.
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