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Henri Lloyd switches to DTC business model

Tom Shearsmith
25 September 2020

British clothing brand Henri-Lloyd has switched to a direct-to-consumer (DTC) business model, removing any third-party distributors and retailers.

Henri-Lloyd are following their heritage of innovation by fundamentally changing the way they sell to their customers. By cutting out all third-party distributors and retailers they aim to cut out the downstream segment of "middle-men" that inflate retail prices.

The multi award winning British brand has created its direct to consumer model so that customers can permanently enjoy the same products at significantly more affordable prices worldwide.

Items such as the award-winning Innovation of the Year Freemantle Hooded Jacket will retail for £399 compared to a traditional RRP of £690, whilst the 100% recycled Mav Mid Zip Hood will be available for £85, instead of £135 RRP.

Henri Lloyd

Chairman and Main Shareholder, Hans Eckerström, said: "I find it very exciting to change the way we do business to the benefit of every wearer and user of Henri-Lloyd gear. Born from the love of the sea, Henri-Lloyd outerwear and apparel is worn all around the world, from the ocean to the city.

"We can now offer all our customers 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."

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