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Henri Lloyd to relaunch under new ownership next year

Published
today Nov 29, 2018
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Sailing brand Henri Lloyd is set to return to the market with a performance collection in the summer of 2019 following its acquisition by Swedish investment firm Aligro Group.


INEOS Team UK


The new Swedish owner has moved the brand’s headquarters from Manchester to Gothenburg and is working on relaunching the business after it run into complications and collapsed into administration last summer.

Aligro Group appointed Tomas Frydebo as new head of exports, and recruited Lena Claesson and Jonas Olsson for the brand’s design team alongside Maud Källqvist. They form a team that, led by CEO Magnus Liljeblad, will help rebuild the business, drawing from their experiences at fashion companies including Musto, Trendmark, Peak Performance and Morris.

Meanwhile, Graham Allen has been appointed country manager for the UK. He will work with Ross Partridge, sales manager for the Performance ranges and Lauren Baxendale, responsible for the brand’s retail business to ensure Henri Lloyd’s DNA and quality are reflected in its new chapter.

The initial performance collection will be followed by a smaller fashion collection in the fall of 2019, with a complete performance and clothing line expected to launch for Spring Summer 2020, according to Henri Lloyd’s new website.

The brand has already secured a new partnership with a top sailing team and will be putting a particular focus on its sailing heritage. In September, just three months after falling into administration, it was announced as the official performance clothing supplier for Ineos Team UK’s 36th America’s Cup Challenge, providing performance wear to the entire team.

“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,” said CEO Magnus Liljeblad in a statement in September.

“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 first collection launching next year will include 25 styles for men and women, adapted for one design sailing, keel boats and Super Yacht.

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