BMG signs global deal to produce and distribute all Jack Wills products

Brand Machine Group (BMG) has signed a long-term licensing partnership with Frasers Group-owned Jack Wills to design, manufacturer, wholesale and distribute all product types and categories for the brand globally from AW23.

BMG has worked with Jack Wills, which was acquired by Frasers Group for £12.8m in a pre-pack administration deal in August 2019, on kidswear since 2020, but the new agreement sees an adult offering added to the proposition.

BMG has an established network of strategic international partners which will launch the group’s first collection throughout the EMEA for AW23, with other global markets targeted for 2024 and beyond.

Jason Illingworth-Eames, Managing Director of BMG, 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.”

A spokesperson on behalf of Jack Wills added: “We’re delighted to continue and build on our partnership with, licensing specialists, Brand Machine Group. This partnership will further improve our brand positioning, as we focus on key category expansion and reaching new consumers, across the UK and internationally.”

Brand Machine Group is licensing specialist which also designs, produces and distributes kidswear for Ben Sherman, Elle Junior, Franklin & Marshall, Juicy Couture, Original Penguin, Lee and U.S. Polo Assn., as well as wholly owning brands such as Penfield, Duchamp and Peckham Rye.