The first Jack Wills store was opened in Salcombe, Devon, in 1994.
While their handbook, logo and mail order system were in place from the start, their logo had to be ironed on to some of their clothes by hand. Seven years later and a second store was opened in Aldeburgh, which was quickly followed by shops in Guildford and Richmond, while the same year saw the launch of the website, which included the JW chat room.
A big year in 2005 saw their head office move to west London and Jack Wills host a fashion show at Kensington Roof Gardens. The year also saw a new store in Portobello open, while by the end of 2005, they had established 10 stores across the UK.
The pheasant was adopted as their official brand logo in 2007, along with the now iconic pink and blue stripes. Also in 2007, Jack Wills opened their first townhouse concept store in Marlow. Two years later and their head office was relocated to larger premises in London and the original Salcombe store expanded, while four new shops were launched.
The Covent Garden store was relocated and expanded in 2010 as it became Jack Wills' flagship UK store, while the same year saw them open three stores in America. The global expansion gathered pace in 2011 with the opening of two stores in Hong Kong and eight more in America, while Kuwait and Dubai were added to the list in 2012.
One year later and pop up shops were implemented, while Jack Wills launched their blog, their first mobile responsive site and the JW app. The brand expanded further in 2014 through new stores in Singapore and Macau.
