Henri Lloyd back from the dead with new “digital transformation” strategy and DTC website

Henry Lloyd has scrapped its wholesale relationships with third party retailers in a new push to reinvent itself as a digital-first retailer.

The fashion brand will now only sell its items through its own channels, including six stores and its new direct-to-consumer (DTC) website.

Ecommerce technology company Centra was enlisted to help Henri Lloyd build its new website as part of a wider restructure of the business, aiming to modernise its operations after falling into administration in 2018.

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

“Digital transformation sits at the heart of our long-term growth strategy, so it was imperative we had the right infrastructure in place to support us, both now and in the future,” Henri Lloyd’s chief executive Graham Allen said.

“The Centra team has worked collaboratively with us at every stage of the project, consulting on best practice and quickly and efficiently managing any complexities that have arisen.”

This fresh approach comes after the sailing specialist fell into administration two years ago, before being bought out by Aligro UK Limited in a deal that led to 128 job losses.

Henri Lloyd blamed “challenging trading conditions on the high street” for entering into administration.

The brand was founded by decorated Polish soldier Henri Strzelecki in 1963 after he moved to Manchester to study textiles during the war, alongside his partner Angus Lloyd.

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