Bespoke tailoring by Aquascutum

Over 150 years Aquascutum has offered its British bespoke tailoring service to its male clientele; from September women can enjoy this luxury as well. Female customers can design their ideal suits, jackets, coats, skirts and trousers choosing from more then 200 different fabrics, printed or plain linings, detailing like buttons, cuffs and pockets positioning. Even the colour of the threads used for the stitching or sowing a name into the lining is optional.

The classic custom-made service is available from September at the Aquascutum flagship store in London applying across all womenswear collections with prices starting from £700 for a tailored suit.

www.aquascutum.co.uk
15 August 2007

Aquascutum launch new ad campaign

Aquascutum is to feature models Gisele Bündchen and Jamie Dornan for its latest global ad campaign, which was shot at one of Britain's most beautiful stately homes. The cinema-inspired ads were photographed on location at Cliveden, reports WWD, the former home of the Astor family and the famous backdrop to the Profumo Affair — the political and sex scandal that rocked Britain in the early Sixties. Mario Sorrenti snapped the pictures that depict "a weekend of stolen moments, intrigue and trysts," according to Aquascutum president and chief executive Kim Winser. "Gisele and Jamie are the perfect pairing to communicate our creative vision for the new season."

Bündchen wears one of five coats from Aquascutum Vintage, a new collection based on vintage Aquascutum designs worn by Hollywood heroines including Audrey Hepburn, Lauren Bacall and Sophia Loren. The campaign will break in the August issue of L'Uomo Vogue and later in the September issues of magazines including Tatler, British Vogue and Harper's Bazaar.

www.aquascutum.com
29 May 2007

Aquascutum to launch personal tailoring

Aquascutum is to launch a personal tailoring service for women this autumn. The company, which was founded in 1851 by tailor John Emary, will have an in-house tailor where customers will be able to choose from a plethora of fabrics and linings for a personalised wardrobe, such as the Aquascutum's renowned coats and suits. Aquascutum has dressed many a celebrity of the decades, including Greta Garbo, Cary Grant, Humphrey Bogart and of course the Royal Family. The company rapidly made a name for itself with its patented weatherproof cloth.

This season, Aquascutum's heads of design, Michael Herz and Graeme Fidler, focused on bringing new silhouettes to the brand, playing with proportion of classic pieces and reconstructing them with an irreverent twist. Remaining true to the company's ethos, the quality of the current collection is determined by a commitment to superior craftsmanship. All pieces begin life on a mannequin, and an extremely nig level of expertise is required to incorporate hand-finished elements, such as the needle-pint panels or Swarovski-crystal embroidery, which is undertaken at the Royal School of Needlework.

Unlike other British brands, most Aquascutum textiles are developed exclusively in British mills, which produce cutting-edge fabrics such as showerproof silks and hi-tech cotton blends, putting a novel spin on established designs and mixing fashion and function. Aquascutum is located at 100 Regent Street, London.

www.acquascutum.co.uk
20 March 2007

Aquascutum pushes international expansion

As part of its international expansion strategy, fashion group Aquascutum will open a flagship store in New York . Chief executive Kim Winser, who previously headed up knitwear company Pringle, has promised to double sales to around £440 million by 2010 through international expansion and the launch of accessories. Improving operations and products should also help lift the company out of debt. From next fall, Aquascutum will begin selling in select US department stores and will open a flagship store in New York in 2008. The group currently has approximately 300 stores in the UK , Japan , Hong Kong , China and South Korea .

Despite being worn by royals and Hollywood A-listers, the group has been easily surpassed in popularity by equally traditional British fashion houses Burberry and Pringle. Having updated their ranges, these companies have managed to attract both trendsetters and the general public. In its efforts to turn its fortune around, Japanese private equity group Kaleido Holdings hired Winser in April. The first thing she did was to launch an advertising campaign featuring Pierce Brosnan and model Julia Stegner. The Scottish Winser shrewdly chose to launch the brand in the US at a later date, despite having two interested US parties willing to buy the range for an earlier season. “There were two department stores that chose to buy us for spring 2007,” she told the Scotsman. “We said we would wait until autumn 2007. We want to make sure that we have got everything in place. We have never sold to the States – we are not geared up for it. I want to make sure we do a good job.”

Sales are currently £220 million, and Winser believes that she can break even in 2008, turn a profit by 2009 and double sales by 2010. She said about £40 million will be invested. “This year and next year will be expensive – we won't get that much in sales and have to invest in shop-fitting. I see 2007 as year one.” She added that she also intends to open stores in Paris and Moscow , and wants to establish franchises in the Middle East .

www.aquascutum.co.uk
21 November 2006

Aquascutum to market as most luxurious British label

Aquascutum is to spend £40 million on a pre Christmas marketing campaign which Kate Winslet, Daniel Craig and Jude Law are currently in the running to front. The campaign is designed to make the 155 year old brand the new must have label following the footsteps of other revamped historic brands such as Burberry and Mulberry. Kim Winser was last week named as president and chief executive of Aquascutum. She said “I see Aquascutum as the most luxurious of the luxury British Brands. It has a unique position and huge global appeal.”

Aquascutum to appoint new CEO

British brand Aquascutum has named Kim Winser its new president and chief executive.
The company, which made its name with rain-repellant wool coats, is expected to make the official announcement today.“The most exciting thing for me is the brand's potential,” Winser told WWD in an interview. Winser is responsible for turning around Pringle of Scotland before accepting this post. In her new role she will report to Aki Kawashima, chairman of Kaleido Holdings, the private equity fund that acquired a 20 percent stake in Aquascutum's Japanese parent Renown last year.

According to Winser, Kaleido is investing an initial £40 million to revive the brand. She declined to reveal the full investment amount over three years.

Aquascutum generated sales of £220 million a year. It has flagship stores in London and Tokyo and an additional 200 shop-in-shops in Japan, 30 in the UK and 20 in South Korea, and a stand alone store in Manchester. Distribution to the rest of the world is limited, said Winser.

Although this is not the first attempt to revive the brand – owner Renown tried in 1990 – Winser insists the brand has remained pure. “There was never any discounting, a lot of the licenses are well-developed and solid, and there is a retail operation in place. And it has always remained a luxury brand.”

She said there will be “a major focus on the US and continental Europe, especially Italy and France”, and added that it would be with a “big retail partner”.

Through store openings and an image overhaul, Winser hopes to double the brand's sales volume by 2009. A new campaign will be launched before Christmas, with an elegant and “cool” look. She is determined to have luxury customers think of the brand when they think of coats. These same customers would carry Chanel bags or wear Hermes ties.

In terms of creativity, Winser said, “Initially the brand is going to need a creative team, with designers, a brand guru, marketing and pr experts. I think, eventually, as the brand develops, it will at some point need a creative director.”

Under Winser, sales at Pringle grew from £10 million to $178 million (£100 million).

www.aquascutum.co.uk
19 April 2006

Aquascutum Relaunches London Flagship

Aquascutum has relaunched its flagship store at 100 Regent Street, London. In keeping with the fashion brand's status as a modern British classic, the new House of Aquascutum combines the best of traditional and contemporary design. The opening follows a ten month partnership between Fitch and Aquascutum, with the designer echoing the brand's use of quality materials, integrity and authentic yet modern style in the store.

One of the most eye-catching features of the redesign is the opening up of the central staircase from top to ground floor. A hand-made crystal chandelier now fills the space, sending sparkles of light cascading down the height of the store.

The ground floor is mainly devoted to the women's ready to wear ranges. This area has a boutique feel, with changing rooms that are luxurious in size and opulent in design, including a special seating area for contemplation and consultation. There is also a ladies Raincoat Room - a circular glass and classically panelled room devoted to Aquascutum's signature item. A matching men's Raincoat Room is located on the first floor.

The first floor houses the men's tailoring, mix-and-match suiting, and shirt and tie rooms. A newly created Regent Room provides a relaxing, invitation-only club room for special guests. Alongside this, the Archive Room showcases Aquascutum's extensive library of artefacts and items of interest from its 150 year history.

The top floor will house the men's casual collection, everything for the British young man about town. The store originally opened in 1890, relocating from 46-48 Regent Street where Aquascutum was founded in 1851. It was rebuilt in 1927 and extended again in 1959. During the 1960s the store doubled in size as Aquascutum's reputation grew internationally.

www.aquascutum.com
2 October 2004

Aquascutum To Cut Manufacturing Jobs

Classic brand Aquascutum is to axe a quarter of its 200-strong workforce in its factory in Corby, Northamptonshire. The company said that the redundancies were essential for the future success of the business following a strategic review of its manufacturing division.

There are no plans to close the factory. A consultation period with employees began earlier this week. Aquascutum had pre-tax profits of GBP1.4 million for the year to December 31 2002, compared to GBP0.79m the previous year.

www.aquascutum.com
17 February 2004

Aquascutum To Revamp Regent Street Flagship

The Regent Street area, which is a seeing a major refurbishment to bring in more upmarket retailers, has been home to British brand Aquascutum for almost 113 years. The classic brand, over 150 years old, opened on Regent Street in 1890 and is set for a major revamp for next year.

The company is in talks with a design agency and has set a provisional completion date for September 2004 for refurbishment. Work is scheduled to begin in June, but a decision is yet to be taken on whether the store will remain open during this period.

The brand refurbished its womenswear department at Regent Street in March and moved it onto the ground floor. The revamp will encompass all three floors of the 15,000sq ft store but is not clear whether product areas may move as part of the changes.

Scott Williams, Aquascutum marketing manager stated: We're going to make one clear statement about where the brand is heading."

11 November 2003
www.aquascutum.com

Growing presence Aquascutum in Germany

Lluxury clothing brand Aquascutum will step up its presence in the German market. From January 2003 onwards, Hürth-based Eric Gehrmann Fashion Group will be in charge of the brand's distribution in Germany. Cooperation with London-based Aquascutum will start with the 2003 autumn/winter collection.

John Harper, International Sales&Licensing Manager, stated that the company's main target group were retailers who specialised in UK-style products. Aquascutum, which operates in 30 countries, saw exports rise by 25 per cent in both 2000 and 2001.

December 3, 2002
www.aquascutum.com