As part of a plan to maximize sales opportunities in markets using currencies other than pound, Jack Wills has opened its first German store in high-end resort town, Sylt.
The new location marks the fashion brand’s maiden store in mainland Europe with Germany chosen after online sales there surged 75 per cent in recent time. It further plans to open another 11 locations internationally this year.
With 90 stores spread across its domestic UK market, as well as the US, Hong Kong, Singapore and the Middle East, Sylt seems like a good fit for Jack Wills.
The company, which recently launched athleisure lines for women and men, is seeking to reduce its heavy exposure to the weak pound and operate in a variety of currencies as this will act as “a natural hedge” against exchange rate volatility, revealed founder and CEO Peter Williams.
