[8][9] Having been owned by several equity holdings over the previous decade the company was bought out by the newly formed EWM Group and was then subject to a secondary, management takeover in 2002, led by the current chief executive, Phillip Day.

In 2016 EWM purchased the Austin Reed brand, the British fashion retailer founded in 1900,[citation needed] The group also own James Pringle Weavers.

[13][14] As of 2016, the retailer owned 88 tourist shops and visitor centres trading under various fascias[15] (e.g. James Pringle Weavers)[16] and 27 destination sites combining all the Group's concepts[15] (e.g. Masson Mill) EWM placed Jane Norman into administration in June 2014, but retained the brand and stock to sell as an online-only business.

[18][19] In May 2017, EWM opened the first Days (department store), in what had been the BHS premises in Guildhall Square, Carmarthen, which will house Peacocks, Edinburgh Woollen Mill, Ponden Home, Jane Norman, and Austin Reed brands.

[27][28] In January 2021, it was announced that Edinburgh Woollen Mill, Ponden Homes and Bonmarché had been bought out of administration by an international consortium of investors who injected fresh funds into the business (led by the existing management team).

[29] In April 2021, it was announced that Peacocks had been brought out of administration by a senior executive backed by an international consortium of investors, removing it from The Edinburgh Woollen Mill to a sister company.