Please select your home edition
Edition
Henri-Lloyd 2020 LEADERBOARD

Henri Lloyd, Old Brand, Brand New.

by Henri Lloyd 29 May 2019 04:00 PDT
Henri-Lloyd Fremantle Range © Henri-Lloyd

Henri Lloyd is one of just a handful of true British heritage brands. Through relentless innovation the brand became famous in supplying protective clothing to the early pioneers of global circumnavigation. Right now, Henri Lloyd is going through another revolutionary phase of its incredible history:

We are in the midst of an exciting process where we are re-positioning the Henri Lloyd brand for the future. There are a number of key principles that we strongly believe in and will follow in order that we position the brand concept to be highly successful in the contemporary retail setting, whilst respecting the great things that have gone before.

As part of the development of the brand a new clean logo will be introduced that symbolises a return to the brands heritage, whilst also representing a fresh start for the journey ahead.

Chairman and controlling shareholder Hans Eckerström explains:

Firstly, we have looked deeply and respectfully into the history of our brand the aim has been to reconnect with our heritage and focus on striving to produce the best sailing gear in the world.

Importantly we believe that there is a significant opportunity for the brand to thrive in the wider market through the development of our apparel range. In order to achieve our full potential, we must again position the Henri Lloyd name as being highly exclusive and we will always be very selective about where the product can be bought and which brands it sits alongside.

We fully recognise that the retail landscape has changed and will continue to change therefore we will ensure that Henri Lloyd is seen where our customers are, both digitally and physically."

CEO Magnus Liljeblad continues:

"We are proud to say that we will be a digital first company. Equally we passionately believe in building deep relationships with selected retailers in order that we can build mutually profitable business together. Our new technology platform will also allow us to collaborate in unique and ground breaking ways with our retail partners.

In order that we can position Henri Lloyd exclusively we will not compete on price as a main selling point and as such our distribution channels and pricing will reflect this. In practical terms this means we estimate that we will be dealing with 80% less retailers than in the past and so allow us to focus 100% on selected key relationships, which we believe will be critical to success.

It is without doubt an exciting time for all concerned with the brand and it is important that we move forward ensuring we are true to our values. Henri Lloyd has always had a conscience and we will build further on this, it is our pledge that whilst we grow we will strive for sustainability and engage ourselves for a better world. This is a theme that we will build upon and talk more about the future."

Company background

Henri Lloyd is under new ownership since June, 2018 when the former company group entered into administrations. The brand and valuable assets were acquired by a group of investors led by investor Hans Eckerström and CEO Magnus Liljeblad with an aim to re-establish Henri Lloyd as the premier brand for yachtsmen and sailors around the world.

Find out more at www.henrilloyd.com

Related Articles

Introducing the Henri-Lloyd Racing Club
Bringing sailors together through communities in novel and innovative ways Sailing thrives through communities and, in this time of social distancing, bringing people together through communities in novel and innovative ways helps us all bond when other methods may not be possible. Posted on 29 Jul
Mav Face Coverings back in stock
Hugely popular Navy design in the Henri-Lloyd shop Henri-Lloyd's hugely popular Mav Face Covering in Navy is now back in stock. Made from a soft breathable cotton in our own European factory, this pack of 3 non-medical Face Coverings are reusable & machine washable at 60 degrees. Posted on 27 Jul
NEW! Super Tough + Lightweight M-Pro Smock
Engineered from a tough yet lightweight 3L Gore-Tex laminate New for 2020 the M-Pro Zip Smock has been engineered from a tough yet lightweight 3L Gore-Tex laminate to be part of the ultimate racing system for keel boat racers who demand performance. Posted on 17 Jul
Upgrade your experience with the M-Race Jacket
The most breathable, technical jacket Henri-Lloyd have ever made Back when I took part in the Henri-Lloyd Frostbite Challenge in Sweden, as a crew we wore the M-Pro Smock and Salopette combination. We had two days of sunshine, but December in Marstrand is cold... really cold! Posted on 13 Jul
Sir Ben Ainslie Q&A
Find out what his first boat was and where he loves to sail! Have you ever wondered what Sir Ben Ainslie's first boat was or where he loves to sail? We met up with the 4 times Olympic Gold Medallist at the INEOS TEAM UK base for a short Q&A. Posted on 26 Jun
NEW! Mav Face Coverings from Henri-Lloyd
Made from a soft breathable cotton in Henri-Lloyd's own European factory Made from a soft breathable cotton in our own European factory, this pack of 3 non-medical Face Coverings are reusable and machine washable at 60 degrees. Posted on 25 Jun
We missed you!
Henri-Lloyd stores are re-opening today At Henri-Lloyd, your safety and that of our employees is our top priority. With the new government guidelines in place we are delighted to let you know that our stores will re-opening today. Posted on 17 Jun
NEW! Coolmax® Tube Face Coverings
Non-medical "buff" made from a super-soft material Made from a super-soft material, our Coolmax, non-medical "Buff" style face coverings are reusable & machine washable at 40 degrees. Perfect for sport and everyday use, they can be worn in 10 different ways and are lightweight, quick drying & breathable. Posted on 14 Jun
Henri-Lloyd and INEOS TEAM UK
Delighted to help protect the team and keep them safe Henri-Lloyd, as a proud partner to INEOS TEAM UK, has been delighted to help protect the team and keep them safe with a delivery of Henri-Lloyd Face Coverings as they get back to their training and development. Posted on 5 Jun
Face Coverings back in stock at Henri-Lloyd
20% of profits will be donated to frontline charities The use of face coverings to combat the spread of Covid-19 is becoming widely accepted, whilst ensuring medical grade masks are reserved exclusively for our frontline workers. Posted on 14 May
Henri-Lloyd 2020 FOOTER