Jack Wills is a fashion and lifestyle brand selling premium clothing and accessories aimed at young men and women. The business operates stores across five territories, with the majority in the UK, and has an online site. The brand – known for its signature pheasant logo – epitomises quintessential, affluent Britishness. It was founded in Salcombe, Devon in 1999, named after one of the founders’ grandparents. As its business grew, Jack Wills stores were opened in university towns or those near private schools including Eton, Oxford and St Andrews. Originally with the slogan ‘University Outfitters’, Jack Wills’ intention was to “bottle British university spirit”. In 2019, Jack Wills was purchased by Mike Ashley’s Sports Direct (now Frasers Group) in a pre-pack administration deal for £12.8m. After the deal, a number of underperforming UK stores were closed, with Ashley set to review the brand’s international strategy. The retailer has been attempting to improve its omnichannel offering including in-store ordering services.