FORA.tv Speaker - Peter Williams
Peter Williams founded "fabulously British" lifestyle brand Jack Wills in 1999. Together with Robert
Shaw, Mr. Williams scraped together the money to open the first shop in Salcombe, Devon—creating a
dynamic fashion business catering to university students, ages 18-21. The Jack Wills brand, known for its
classic British prep overlaid with cool modernity, now has 54 stores worldwide, including 11 in the
United States, with expansion set to continue. This year’s sales are expected to exceed $200 million.
As Chief Executive Officer and majority shareholder, Mr. Williams remains closely involved in all areas of
the business and actively breeds a culture of relentless innovation—insisting on a true passion for the
brand among those who work for him. He believes in combining young talent with world-class
management—evidenced by the presence of Rose-Marie Bravo and Peter Saunders on the board as
In 2008, Mr. Williams founded Aubin & Wills, a sister brand to Jack Wills aimed at the life stage following
Jack’s. He is a great believer in building deep and meaningful long-term bonds with customers; Aubin &
Wills manifests itself as the continuation of the relationship established through Jack Wills.
Mr. Williams has continually been at the helm of brand communications for both brands; an early
advocate of viral marketing, he is passionate about projecting his brands via social media and is
considered to be at the leading edge of multichannel and viral marketing.