Jack Wills Founder Relaunches Aubin Brand With Backing From Next

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:

Britain’s Next Raises Profit Forecast for Second Time in Two Months

British fashion retailer Next raised its full-year profit guidance for the second time in two months as it reported better than expected first quarter trading.