About Aubin & Wills

The Aspirational British Lifestyle Clothing Brand.

Aubin & Wills represents a move on from Jack Wills where the upmarket British University student has progressed to the next stage in life.

Jack Wills is one of the fastest growing businesses in the UK at the moment. It has a unique market position and is unusual in the UK in the way it wholly embraces the lifestyle component of the brand in everything it does.

When a customer walks into an Aubin & Wills store they should get a complete brand experience, from shopfit, lighting and music through to the shopfloor staff, all of whom represent the aspirational nature of the brand. Every aspect of the customer’s experience is considered, and controlled.

This same philosophy applies to our website which is integral to the marketing of the brand, as well as a vital sales channel. Its importance to the business reflects the age group of our customers, and how integral the internet is to their lives, both as a sales channel and for social networking.

Continual investment and reinvestment in the stores makes each store a unique, constantly evolving and exciting brand experience. Each store is individual, bringing life an eclectic mix of traditional British drapery with cool iconic undertones.

Aubin & Wills are committed to a heavy investment in design throughout all aspects of the business, which allows them to make a better product, and therefore charge a price premium, over their competitors.

Aubin & Wills and Jack Wills have global aspirations for the business and the brands, and have started a viral marketing campaign in the US which they intend to follow up with niche, brand building stores over the medium term.