Lifestyle brand Henri Lloyd is launching a new concept store at London’s Westfield Stratford City today (July 19), which reflects its sailing heritage.
A “trio of billowing sails” will be rigged about the store, which will also feature wooden boards reminiscent of a boat – or Shiplap - around the till, rope area dividers and hi-tech props to recreate the atmosphere of a luxury yacht.
The store will launch with the spring 12 collection moving into autumn 12 at the summer progresses but the centrepiece of the store will be the Round the World Race spring 12 collection. The RWR range has been created from the brand’s history of sponsoring elite race teams round the world.
“Our new Stratford concept store is synonymous with the pioneering spirit of Henri Lloyd” says Martin Strzelecki, Henri Lloyd joint chief executive.
Henri Lloyd was founded in Manchester in 1963 and it has pioneered the development of fabrics and garment design in sailing for nearly 50 years.
The launch comes after Strzelecki told Drapers that the brand wanted to become “more refined” and to reflect its heritage.