Please select your home edition
MBW newsletters (top)

Changing Tack in a Changing World

by Henri-Lloyd 2 Oct 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.

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".

Related Articles

Introducing Henri-Lloyd AERO-FOIL
Created in collaboration with INEOS TEAM UK AERO-FOIL, created exclusively by Henri-Lloyd in collaboration with INEOS TEAM UK, is the lightest, most agile sailing kit the brand has ever produced. Posted on 4 Dec
Turning Black Friday Blue...
20% of Henri-Lloyd profits for the next 24 hours will go towards ocean clean up Henri-Lloyd are turning the tide against Black Friday and encouraging you to only buy what you need. As a way of helping the environment, 20% of profits for the next 24 hours will go towards ocean clean up. Posted on 26 Nov
The Henri-Lloyd Mav HL Hooded Liner Jacket
Our go-to jacket this winter Take a look at why the Mav HL Hooded Liner Jacket has been a firm favourite amongst the team at Henri-Lloyd this season. Posted on 19 Nov
Henri-Lloyd: Why we love synthetic down...
Synthetic down has become very sophisticated over the last few years Synthetic down has become very sophisticated over the last few years, with some coming close to down in terms of warmth to weight ratio. There are many reasons why we love synthetic down, here are just a few... Posted on 13 Nov
The MAVerick
Henri-Lloyd's journey to a sustainable future The goal of Hans Eckerström and his team is to deliver the highest quality technical clothing, while investing in strategies and technologies which push the brand towards a sustainable future. Posted on 5 Nov
The Iconic Henri-Lloyd Consort II Jacket
Waterproof & Breathable In 1965 the founder of Henri-Lloyd, Henri Strzelecki designed the legendary Consort Jacket, a product that was to become the brand's icon. Over five decades later the jacket lives on. Posted on 13 Oct
100% Recycled Henri-Lloyd Mav Mid Layers
Perfect for any outdoor activity, in a range of styles and colours Perfect for any outdoor activity, Henri-Lloyd's Mav Mid Layers are made from 100% Recycled Polyester and come in a range of styles and colours. Posted on 21 Sep
Henri-Lloyd's Best-Selling Offshore GoreTex Jacket
Extreme breathability means extreme protection Extreme breathability means extreme protection - The O-Race Jacket is constructed from our Elite GORE-TEX fabric which offers the ultimate in durable waterproofness and breathability. Posted on 8 Sep
MAV Liner Jacket is perfect for Autumn
Henri-Lloyd give the four reasons why The MAV HL Liner is ultra lightweight and extremely breathable - it has a high warmth to weight ratio - it is water resistant - and it is super packable. Posted on 1 Sep
MBW newsletters (top)