Peter Williams, founder of Jack Wills and Aubin and Wills brands, has announced he is relaunching menswear brand, Aubin this autumn with the backing of Next following a nine-year hiatus. Williams explained that this will allow Aubin’s team to create and design without being tasked with overseeing back-end operations.
The deal will allow Aubin to utilise Next’s leading end-to-end Total Platform e-commerce fulfilment infrastructure, digital marketing expertise, warehousing and IT while allowing the menswear brand to retain creative independence of the brand and product. Based on our experience with Aubin, we know that it is our priority to focus 24-7 on our target customers and produce the best product possible. To modernize classic wardrobe staples, we work with skilled craftsmen.
“Next is the ideal partner for us to collaborate with after the last 18 months of turbulence in the industry, as we are able to not only deliver products that are made to last – in both style and durability – but also ensure our customers benefit from a really world class delivery infrastructure.” The “reinvented old classics” collection will be the first to launch online. They are made to last and will never go out-of-fashion.
Next chief executive, Simon Wolfson, added: “We are delighted to be working with Peter Williams and his team to relaunch the Aubin brand. Combining Aubin’s exceptional design and branding skills with Next’s Total Platform online infrastructure can quickly create an iconic British brand that will last.”