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Jaeger sets its sights on Aquascutum
08
Sep '09
Harold Tillman, the retail and fashion entrepreneur and Belinda Earl, the Group CEO of Jaeger, announced today that they have acquired Aquascutum, the luxury British fashion brand from Renown Incorporated, a Japanese-based company. As part of the transaction, YGM Trading, the Hong Kong and Chinese Licensee for Aquascutum, has acquired the rights for the Asia business.

Harold Tillman said, “We are pleased to be able to return this global luxury heritage fashion brand to British ownership. The Aquascutum brand has a strong positioning in the international arena and has seen significant investment in recent years. Belinda and I have worked successfully together for the last five years and our strong track record, experience and complimentary skills will enable us to continue the development of the Aquascutum brand world-wide.

In 1853, John Emary invented a shower-proof cloth for outerwear and subsequently re-named his company 'Aquascutum' - made up from Latin 'aqua' -water- and 'scutum' –shield. The company became world famous for its fine craftsmanship and luxury tailoring, and the brand quickly became synonymous with the 'Great British Trench Coat'. Amongst its notable achievements was its Queen's Award for Excellence and the award of its Royal Warrants in 1897, 1911 and 1947.

Following a challenging period, Renown put the business under review in the Spring of 2009. Tillman and Earl believe that managed along side Jaeger – not only can synergies be achieved for both businesses, but the full potential of the Aquascutum brand will be realised through its necessary expansion. The combined global brand sales will be in excess of £300m.

Belinda Earl said, “Aquascutum is a world recognised brand, with an international footprint and numerous stockists around the world. We plan to build on the foundation of the brand as we believe it has the potential to expand in both existing and new markets. We see further opportunities to build on Aquascutum's rich and long history for outerwear and tailoring as well as for new product collections.”

Harold Tillman and Belinda Earl joined forces in 2004, when Tillman, the majority owner and chairman of Jaeger appointed Earl as CEO of Jaeger.

Fibre2fashion News Desk - India


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