British menswear brand Aubin will be relaunched by its founder Peter Williams after 9 years with UK-based clothing company Next, which has acquired a 33 per cent stake in it. Next will be the brand’s distribution partner and will handle its customer orders, deliveries, returns processing and payments. Aubin will also leverage Next’s Total Platform service.

Aubin’s new e-retail platform will launch on September 7 along with its store in London. Former director of wholesale and international Greg Roberts is the new CEO of the brand, while Rachel Silvester, former head of design at Jack Wills, will be the creative director.

“We’re delighted to be announcing our partnership with Next following a nine-year hiatus of Aubin. Next is the ideal partner for us to collaborate with after the last 18 months of turbulence in the industry, as we are able to not only deliver products that are made to last – in both style and durability – but also ensure our customers benefit from a really world class delivery infrastructure,” Aubin’s founder Peter Williams said in a statement.

“We are delighted to be working with Peter Williams and his team to relaunch the Aubin brand. We believe the combination of Aubin’s outstanding design and brand building skills, alongside Next’s Total Platform end-to-end online infrastructure, can rapidly create an iconic British brand with lasting appeal,” said Next chief executive, Simon Wolfson.

The brand was originally introduced in 2008 as Aubin & Wills and had over 12 stores across the UK, before it was closed in 2012.

Fibre2Fashion News Desk (KD)

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