Henri-Lloyd range to target younger shoppers

Casualwear brand Henri-Lloyd is launching a more trend-led collection for autumn 08, called HL Jeans Co.

It includes a full lifestyle range with T-shirts, shirts, jackets, sweat tops, hoodies and knits. It is aimed at men aged between 16 to 25, younger than Henri-Lloyd's core customers.

The collection, which goes on sale next month, is targeted at a mixture of current stockists, but will help widen the distribution into a more fashion-oriented market.

UK fashion director Gareth Jones said: "Some of our distribution is getting younger. We want to cater for that to show that Henri-Lloyd is a lifestyle brand."

HL Jeans Co will be priced around 10% to 15% lower than the mainline, with T-shirts retailing at £20 rather than £25. Henri-Lloyd has around 170 wholesale accounts in the UK and Republic of Ireland as well as 11 standalone shores.