Jack Wills to launch kidswear to “improve brand positioning”

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Jack Wills Brands Machine Group
Jack Wills said the partnership will "improve its brand positioning across the UK and internationally"
// Jack Wills to launch kidswear range this December
// Jack Wills aims to focus more on its lifestyle proposition with the new collection

Jack Wills is set to launch a kidswear range for the first time via a licensing partnership with clothing manufacturer Brands Machine Group.

The group has secured an agreement to design, manufacture and market Jack Wills kidswear apparel and accessories for boys and girls ages up to 16 years old.

Jack Wills aims to focus more on its lifestyle proposition with the new kidswear range, which will launch in December.


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Jack Wills said the partnership will “improve its brand positioning across the UK and internationally”.

Last August, Mike Ashley’s Frasers Group acquired Jack Wills for £12.8 million in a pre-pack administration deal.

All 100 Jack Wills stores in the UK and Ireland, as well as its distribution centre, were transferred to Ashley’s group, along with all 1700 employees.

Ashley has closed a tranche of Jack Wills stores since the acquisition.

In March, Jack Wills closed a further 17 of its stores permanently, bringing the total number of store closures to 31.

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