British fashion brand, Jack Wills, opens first store in mainland Europe


Jack Wills, the British fashion and lifestyle brand, today announces the opening of its first store in mainland Europe.

The new store, located in Sylt, Northern Germany, will sell the full range of men’s and women’s clothing as well as Jack Wills accessories.

Sylt is an iconic luxury summer holiday resort destination, popular across Germany and Europe. Renowned for its shoreline and harbour, Sylt is Germany’s largest island and is home to the Windsurf World Cup. 

The location of Sylt was chosen following Jack Wills’ successful entry into the US through the popular and exclusive resorts of Nantucket and Martha’s Vineyard. 

Jack Wills has been shipping to Germany since 2009 and last year saw online sales in the country grow by 75%. The new store in Germany forms part of Jack Wills’ international expansion plans and extends the Group’s physical presence into Europe, marking the first time that Jack Wills has opened a store in mainland Europe.

Established by Peter Williams in 1999, as a single shop in the seaside town of Salcombe, Jack Wills has since expanded to become an international brand with 90 stores across the globe, including those in the UK, US, Hong Kong, Singapore and the Middle East

Commenting on the new store, founder and CEO Peter Williams said: “I am really excited about the opening of our first store in Mainland Europe. Germany has been an increasingly important market for Jack Wills and in recent years we have seen a surge in demand from customers online. I am particularly pleased that our brand has been able to grow organically in the region.

“It is only natural that we look to expand our store footprint internationally as we grow as a business and look to reach new customers. Our increasingly international store portfolio provides a natural hedge as we look to reap the benefits of a diversified currency base in the face of a prolonged weakening of the Sterling. In the coming months we will look to open 11 additional international stores as we continue to export a uniquely British brand abroad.”