Henri Lloyd “reborn digital” after administration

British fashion retail brand Henri Lloyd has been “reborn digital” as it launches a new website and reduces its physical footprint by 80 per cent.

After becoming one of the many fashion retailers to fall into administration last year in June, Henri Lloyd has relaunched as a “digital first” brand, investing heavily in growing its ecommerce operations.

The fashion retailer, know for its sailing and waterproof clothes, brought in Chris Ratten and Jeremy Woodside RSM Restructuring Advisory to handle its administration process on June 8 2018.

READ MORE: Henri Lloyd bought out of administration, but 128 jobs will be axed

As part of the administration, all of its stores bar its UK flagships were shut, leading to the loss of around 128 jobs.

Now it has launched its online flagship with the help of Centra as part of what it is calling its transition from physical to digital, using a “digital showroom” to display a limited range of its collection, set to continue expanding throughout 2019.

“We saw a great opportunity for improvement as the brand was lagging in their digitalization,” its chief executive Magnus Liljeblad said.

“Most importantly, we’ve transformed the company to become a strong digital player that will make Henri Lloyd accessible to customers all over the world through our own online flagship store, powered by our platform partner Centra.”

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