Henri Lloyd Performance to return in 2019
Henri Lloyd rises. This summer it became known that the Swedish company, Aligro Group, had acquired the Henri Lloyd brand. Since the beginning of July a new Brand Headquarters has been quietly established in Gothenburg, Sweden. After a period of silence in the market during which the new organisation has been working at full speed, a whole new Performance range will be launched in the Spring of 2019.
In addition to the Swedish team, a core UK team has been retained and is led by Country Manager Graham Allen, with further key recruits being announced in the near future.
“It has been a challenging turnaround to go from just over 60 people to four with all that entails following the administration,” says Graham Allen.
“However, the new UK team is strong and is well prepared for the task of re-introducing the new brand concept into the UK market. Ross Partridge is Sales Manager for the Performance ranges whilst Lauren Baxendale is responsible for the brand’s retail business. Tori Tomlin was the Technical Product Manager and is heavily involved in Product Development alongside the new international design team in Sweden ensuring that the Henri Lloyd quality DNA is ever present.
“In addition we have started the recruitment process for a talented and experienced head of sales to reposition the brand in the apparel market.”
Magnus Liljeblad, CEO of the Henri Lloyd Group says: “In future we believe in a Global distribution and as such we must develop products where the markets and customers are, if we and our retail partners are to be successful.
“Central to our strategy is a strong belief that we need a new type of pro-active relationship with a smaller number of key retailers. This new relationship is built on mutual collaboration and ensuring that the consumer enjoys an excellent brand experience. We see this smaller network of dealers selling the new Henri Lloyd concept, being much more successful than the old model, where many re-sellers sold principally at a discount.
“It is no secret that the marine clothing sector and its associated wholesale business has undergone major change worldwide and it appears that that trend will continue. One of the anticipated consequences is that the number of retailers will reduce significantly in the coming years
“Our market analysis is strong and tells us that there is a large market potential for customised sailing garments that allow crews to create their own identity. For too many years now, when you attend a regatta or round the cans mid-week racing, you simply see clothing in a small range of colours dominated by shades of black and grey with technical clothing from many brands looking too similar.
“We strongly believe that we should break that trend and there are many opportunities to grow in the one design and dinghy markets by relooking at everything from design, fit, fabrics, colours and other ways of customisation that Henri Lloyd is uniquely placed to deliver.”
The new collection launching in 2019 comprises 25 styles for men and women and will showcase the new direction. The new approach has been focussed on delivering desirable, new and innovative ideas which will break the perception of Henri Lloyd products feeling outdated. These new products are adapted for one design sailing, keel boats and Super Yachts, and will cover the climatic needs of both Northern European and Mediterranean sailors.
“In 2020 we will launch a complete new dinghy program that will meet the needs from grassroots level to the elite sailor,” says Ross Partridge, Sales Manager Performance at Henri Lloyd UK.
“The new international team is committed to relaunching a focussed and rejuvenated brand. At the heart of this process has been the search for talented designers and developers who will create product that customers really want to buy and will give the brand a clear point of difference. It is a project we very much believe in and we are very happy to announce that the new Henri Lloyd will return in 2019.”
