The idea to launch the new range of product is to improve brand positioning moving forward.
The business will open a kidswear range for the first time via a licensing partnership with clothing manufacturer Brands Machine Group.
An agreement is in place for the group to design, manufacture and market Jack Wills kidswear apparel and accessories for boys and girls aged up to 16 years old.
The range is currently set to launch in December and the aim behind the mood is for the company to focus more on its lifestyle proposition.
Almost a year ago Frasers Group, which is owned by Mike Ashley bought Jack Wills for £12.8M in a pre-pack administration deal. All 100 Jack Wills stores in the UK and Ireland, as well as its distribution centre, were transferred to Ashley’s group, along with all 1,700 employees.
