As the business grew, Jack Wills stores were opened in places with universities or private schools, such as Eton, Oxford, Winchester and St Andrews.

[9] In February 2014, it was announced that fashion designer Richard Nicoll was to become the new creative director of Jack Wills,[10] to come into effect Spring 2015.

In October 2016, Williams and private equity firm BlueGem became the joint owners, after long-standing investor Inflexion left after nine years.

There were also eight outlet stores across the UK; Gunwharf Quays in Portsmouth, Banbridge in Northern Ireland, Bicester, Halifax, Cheshire Oaks, Street, Somerset, Swindon and Wembley in London.

In December 2011, Jack Wills opened in Hong Kong with the launch of two stores, in Leighton Centre at Causeway Bay and in Harbour City mall at Kowloon.

[14] In November 2014, Jack Wills launched its first store in Singapore at Raffles City Shopping Centre[15] with an opening party.

[16] By 2023, the website listed 31 Jack Wills stores across the United Kingdom (including 1 in Scotland, 1 in Wales and 2 in Northern Ireland).

The handbook was a signature print catalogue for the brand, showcasing the campaign shoots alongside editorial work and products available for the new season.

[20] On 20 May 2010, the Aubin Gallery[21] was launched, situated on the top floor of the Shoreditch store curated by British artist Stuart Semple.

Since 2010 the program has showcased the works of Tom Ormond, Piers Secunda, The Girls, Alana Lake, Alex Bunn, Sarah Maple, Adham Faramawy, James Howard, NERO and Yasam Sasmazer, among others.

The 7,500 sq ft (700 m2) concept space also includes The Aubin Cinema which is run in collaboration with the members' club Shoreditch House.