Changing Tack in a Changing World

by Henri-Lloyd 2 Oct 2020 06:30 PDT

2019 Clothing Innovation of the Year Award Winner Fremantle Collection created and produced in Henri-Lloyd's own European Product Centre from the high performance Gore-Tex® Pro fabric © Henri-Lloyd

No more middle-men will reduce Henri-LloydHenri-Lloyd prices by 40% plus

British Technical Sailing Brand Henri-Lloyd's new business model "cuts out the middle-men"
From design to delivery, exceptional quality products at affordable prices without the traditional mark up
Offers a direct and personal customer experience

Henri-LloydHenri-Lloyd are following their heritage of innovation by fundamentally changing the way they sell to their customers. By launching a radical new business model that comes into place from today, customers will now only be able to buy Henri-Lloyd product through the brands own distribution channels.

By cutting out all third-party distributors and retailers they are cutting out the downstream segment of 'middle-men' that inflate retail prices. The multi award winning British Technical Sailing brand are creating a direct to consumer model that means customers can permanently enjoy the same exceptional quality products at significantly more affordable prices worldwide.

Essentially by selling directly to the sailing audience, Henri-Lloyd will stay true to one of Henri-LloydHenri-Lloyd's key values of "Promoting Sailing" and will be able to give back to their customers by making the sport more affordable and accessible.

Sir Ben Ainslie, Chief Technical Officer & prominent Shareholder, wears Mav Mid Zip Hood featuring 100% recycled polyester which creates a new life for 17 pre-used 1.5Litre PET bottles - photo © Henri-Lloyd

Items such as the award-winning Innovation of the Year Freemantle Hooded JacketFreemantle Hooded Jacket will retail for

£399€450$500 compared to a traditional RRP of £690€800$900. The iconic Consort JacketConsort Jacket, originally designed to protect explorers and pioneers against the worst of the weather, will sell for £225€250$299 instead of £375€420$470. Whilst the 100% recycled Mav Mid Zip HoodMav Mid Zip Hood, modelled by the most successful Olympic sailor in the world, Sir Ben Ainslie, will be available for £85€95$99, instead of £135€155$175 RRP.

Chairman and Main Shareholder, Hans Eckerström, on evolving in the current climate, "I find it very exciting to change the way we do business to the benefit of every sailor, boat owner and user of Henri-Lloyd gear. We can now offer premium products at very attractive prices. I am sure that this is the future using the benefit of online marketing and sales to drive value to all customers".