Jack Wills in major global licensing deal with Brand Machine Group

By

Sandra Halliday

Published
Mar 2, 2023

Busy Brand Machine Group (BMG) has signed a long-term licensing partnership with Frasers Group’s Jack Wills brand. The partnership will see the group design, manufacturer, wholesale and distribute all product types and categories for the brand globally from AW23. 

The company has already worked with the label since 2020, delivering its kidswear business globally. And the new agreement brings in adults’ clothing, “completely aligned with Jack Wills’ DNA yet developed to expand into markets outside the UK, over the next decade”. ­

The company said it has “an established network of strategic international partners, which will launch the group’s first collection throughout the EMEA” for the autumn season with other global markets targeted for 2024 and beyond. 

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BMG’s MD Jason Illingworth-Eames said: “Jack Wills is a fantastic heritage brand for the group that resonates globally. We are excited to take the brand into new markets and further develop markets where the brand is already known and established. As partners, we are committed to Jack Wills and potentialising the brand over the next decade”.

BMG is an international fashion brand owner and licensing specialist with its portfolio including owned brands Peckham Rye, Penfield, and Duchamp, plus licenses for Ben Sherman, Elle Junior, Franklin & Marshall, Jack Wills, Juicy Couture, Lee, Original Penguin, and US Polo Assn. 

The company is extremely busy at the moment with acquisitions and key personnel changes. So far in the past few months it has acquired the Peckham Rye tailoring brand, created a new menswear buying chief role, and a new tech COO role, and named a new CFO.