Lifestyle brand Henri Lloyd has made senior appointments to its management team to help it reposition upmarket with an emphasis on heritage pieces and a push into wholesale stockists in the south of the country.
Design director Craig Prest has been promoted to the new role of creative director. Prest will add responsibility for brand positioning to his remit under the new position.
Henri Lloyd has also appointed Luca Segale, former UK sales manager for Hugo Boss sub-brand Boss Black, to the new role of lifestyle sales manager.
Segale will focus on building the lifestyle brand’s presence in London and the Southeast. Historically, Henri Lloyd has performed more strongly in the North.
Henri Lloyd joint chief executive Martin Strzelecki told Drapers: “We want to be more refined and reflect our heritage.
“The UK market is not the easiest place to be and the customer is becoming very discerning about what they are going to buy. Very expensive, high-end brands continue to do well, so we are concentrating on our heritage and having a great reaction to those products.”
At last week’s Bread & Butter show in Berlin, Henri Lloyd showcased three capsule collections within its spring 12 range – Heritage Evolved, which combines retro-style sportswear and modern technology; The Coast Collection, which references its sailing lifestyle; and Contemporary Classics.
“We want to increase our presence in the south of the country,” said Strzelecki.
“There are more people in the South than the North for a start, and it is also about saying where in the country we feel we are going to get the most appropriate customer for the brand.”
However, Henri Lloyd will continue to have sales agents working in the north of the UK as well as in Scotland and the Republic of Ireland, and Strzelecki said he had no intention of cutting stockist numbers or changing the brand’s pricing.
Henri Lloyd opened a standalone store in Truro, Cornwall, just before Easter, bringing its total number of standalone stores in the UK to 12.
Five are in city or town centre locations in Liverpool, Manchester, Birmingham, Wilmslow in Cheshire and London’s Carnaby Street and seven are in coastal towns including Truro and Falmouth in Cornwall, Cowes on the Isle of Wight, Weymouth in Dorset, Salcombe and Dartmouth in Devon, and Lymington in Hampshire. It also has a franchise store in Meadowhall in Sheffield.
Strzelecki said the brand was planning to open a pop-up shop on London’s Lamb’s Conduit Street in October which would stock limited-edition pieces.
Henri Lloyd declined to disclose the number of wholesale stockists it has in the UK.