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Published
Mar 10, 2017
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Jack Wills eyes first store in Germany as it targets sales growth in overseas currencies

Published
Mar 10, 2017

British fashion and lifestyle brand Jack Wills has unveiled plans to expand into Germany and other international markets in a bid to balance the impact of the weaker sterling.


Jack Wills


The retailer, known for its British heritage-inspired apparel, is planning to open this year its first mainland Europe store in Germany – where online sales spiked by 75% last year.

It hopes this arrival will help it increase sales in overseas currencies, offsetting the effect of the pound’s decline.

"The whole point of what we are trying to do is to get well balanced in our business so that it is equally split between the UK and international. It doesn't matter which channel the sales come from, simply that our revenues and profits are well balanced because then foreign exchange becomes irrelevant because you have a natural hedge,” explained CEO Peter Williams.

Germany is in the top five for international sales for Jack Wills, as consumers there like the "Britishness" of the brand, according to Williams.

"The fast growing online sales coming from Germany suggests that the Jack Wills brand will travel well there and we think it could become an important market for us. Germany is a classic example of the organic growth of the brand where the brand has travelled by itself and the growing online sales show us that we should have stores in the region.”

The plan to open the first stores in Germany this year is part of a strategy to increase the brand’s store presence in international markets. Jack Wills’ stores are mostly based in the UK, but it has also retail locations in the US, Hong Kong, Singapore, Macau and Kuwait.

This year will see an acceleration of the brand’s the international expansion, with new announcements expected to be made throughout the year as it enters new markets and opens more stores.

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