Cox & Kings will dominate the premium luxury touring space, according to co-chairman Geoffrey Kent.

Abercrombie & Kent acquired Cox & Kings in December last year, just months before the pandemic took hold.

When asked whether he had any regrets due to the timing and challenges currently facing the touring market, Kent said he was “so glad” to have acquired the brand, describing it as a “perfect moment”.

He said the brand had been performing strongly before the pandemic struck but insisted that if he was asked whether he regretted buying Cox & Kings in four years’ time, the proof would be in the fact the brand would be “dominating that part of the business”.

“I’m very glad we did it – it’s a great brand and we’ll take care of it,” he said.

“It’s a brand that’s premium luxury and it does unusual things and it does groups. All these things we wanted to do at Abercrombie & Kent but couldn’t because A&K is luxury adventure. If you start to do that it disappoints some people.”

Kent said he believed the strength of a brand and its following was key to its survival.

“Brands outlive crises,” he said. “And if you don’t have a brand, that’s a problem but we have two great brands – one which I made and one which we acquired.”