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Henri Lloyd moves into childrenswear with BMG licensing deal

Lauretta Roberts
16 November 2018

Henri Lloyd, The Original British Sailing Brand, is making the move into childrenswear having signed a licensing deal with Brand Machine Group, which will launch the first collection for Spring 2019.

Priced from £16 to £120, the range is targeted at boys from age three to fifteen years and features Henri Lloyd classic designs realised, for Spring, in bold colours, which have been inspired by the elements, such as red orange and lapis blue.

For Summer the palette softens to shades of frost, soft pink and eggshell blue, accented with golden kiwi yellow, calypso coral pink and green. The product range covers outwear, separates and accessories.

Henri Lloyd UK country manager, Graham Allen, said Brand Machine Group was the "obvious" license partner for its first childrenswear range. "With over 35 years of experience managing, designing and delivering quality product for a portfolio of global childrenswear brands. We are very proud to launch this range which captures Henri Lloyd’s DNA of technical and innovative products," Allen said.

The collection will go on sale in-store and online from 2019 and Brand Machine Group, which also produces kidswear for brands such as Lyle & Scott, Original Penguin, Ben Sherman and Juicy Couture, will be working with strategic retailers and independents for the launch.

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