Henri Lloyd has streamlined its womenswear range to focus on key categories including jackets, jersey and knitwear to bring the collection in line with the core strengths of its menswear offer.
The lifestyle brand has revamped its womenswear, producing garments with a cleaner look which appeal to a more mature consumer. It aims to have between 70 and 100 UK womenswear stockists for autumn 12, up from about 50 at present.
Creative director Craig Prest said: “Over the past couple of seasons we’ve taken a more refined look. The collection has come down a little bit in size which is why I think it’s getting attention. The collection is more focused and is allowing key categories such as outerwear and knitwear to stand out.”
For example, Prest said Henri Lloyd’s jacket range now spans tailored pieces to sports-inspired jackets. Following customer feedback, the brand has also altered the sizing on some of its garments to make them more feminine and fitted, he added.