Henri Lloyd says Dennis Conner, the outstanding America’s Cup helmsman, is the inspiration behind a new range of sailing foulies and more casual clothes, as it hopes to re-establish itself as a brand of innovation after its first year under new management.
The Fremantle collection has launched almost a year since HL was bought out of receivership by investors Hans Eckerström and CEO Magnus Liljeblad of the Swedish-based Aligro company. It’s based on a striped motif echoing Conner’s wearing the HL’s red, white and blue hooped clothing range as he steered the legendary Stars and Stripes to victory in the America’s Cup in 1987.
Dennis Conner on Stars & Stripes in 1987
“Inspired by his exploits we have created a new and truly unique collection. It’s striking athletic design using the latest manufacturing techniques which is not only visually stunning but is matched by its function and quality, making it the number one choice for today’s performance sailor,” says HL.
As part of the development of the brand a new clean logo will be introduced that symbolises a return to the brand’s heritage, whilst also representing a fresh start for the journey ahead.
Fremantle Stripe Hood Gore-Tex jacket – £840
“Firstly, we have looked deeply and respectfully into the history of our brand – The aim is to reconnect with our heritage and focus on striving to produce the best sailing gear in the world,” says Chairman and controlling shareholder Hans Eckerström. “Importantly we believe 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 in future.”
CS report from 2018: HERE See more Henri Lloyd: henrilloyd.com
Stripes Hood Jacket £840
Fremantle Stripes Salopette £660
Stripes Liner jacket £200 and salopettes £300
Stripes polyester hoody, £130