Fashion brand Aubin & Wills will cease trading after the holiday shopping season, the Jack Wills group has announced.
The brand will end operations after four years in business to make way for sister brand Jack Wills global expansion.
Aubin & Wills is a brand that has captured us all in different ways and it feels so tantalisingly close to us having the brand right, Jack Wills Chief Executive Glen Tinton said in an emailed statement.
At its core, however, it just does not have the fundamental business model advantages that Jack Wills has.
Aubin & Wills, founded in 2008 as a more grown-up counterpart to fabulously British university outfitters Jack Wills, has attracted admirers for its classic staples and quirky countryside accents.
A Jack Wills representative told Retail Week the brand plans to convert as many Aubin & Wills stores as possible into Jack Wills shops, redeploying staff in the process.