Aubin & Wills was launched by Jack Wills in September 2008 as a sister brand, aimed at more mature customers, age 25 and up, who have recently graduated from higher or tertiary education and are in full-time employment. Its slogan "Modern British design inspired by the past living in the present" fits with their target market of 25-35 year old young successful individuals, bringing back the old generation of clothing to the era that it would had first been popular in. This would also consider it more of an 'Older' sister brand to Jack Wills due to the much more mature design approach to their products, which Jack Wills have used as an advertising technique by placing "Aubin & Wills 'Visit our sister brand'." on their website to help promote the newly starting brand.
| “ | Our target market is 25-35 year old young successful individuals looking for individual effortlessly cool, exclusive clothing. | ” |
There are currently 16 stores:, and an online store.
In November 2012 Jack Wills announced the decision to terminate the Aubin and Wills brand in order to concentrate on the global growth of the principal brand. All 16 stores will close the first of which, Liverpool, closing in late November. All remaining stores as well as the Aubin and Wills website will cease trade by the end of January 2013.
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