Line 7, a sportswear manufacturer based in Auckland, New Zealand, has made a comeback to the marine market with the launch of a new range featuring the company’s new corporate image.
Charles Parsons, the brand’s parent company, took the brand out of receivership in 2009. More recently, they decided to bring the brand back into their stable after a period under a licensee.
“We initially fell in love with the brand and its story,” says Line 7’s business manager Danielle Lambert. “We bought Line 7 out of receivership because we felt a brand with a history so deeply embedded in America’s Cup campaigns and Round the World Whitbread Races deserved a place on the backs of today’s sailors. That passion for the brand is exactly why we then went on to take the brand back from a licensee: to respect the brand’s traditions while elevating it to a whole new level.”
Lambert explains that the company has invested significant resources to market research, radically improved design and extensive testing both on and off the water.
Technology improvements take the shape of quick dry fabrics and the use of cutting-edge Celliant technology, which serves to increase performance and aid recovery.
An in-house design team now offers custom design that is rooted in a thorough understanding and knowledge of the product and how it best fits and functions on the water.
“Tailored look books for any client can be developed quickly; efficiently translating a brief as to what crew need into what will work best,” the company says in a statement.
Line 7 now operates warehouses in Europe and across the Southern Hemisphere and Lambert says clients can buy lower minimums and expect faster delivery. “We will be announcing the opening of a further warehouse in the US in early 2017. Proactive local agents and stockists allow for customer care on a client’s timezone enabling ease of communication with a personal touch,” he adds.
As part of the brand comeback, Line 7 has launched a new range featuring the company’s new logo and has reported that international stockists have lined up to showcase the range across the US, Pacific and Europe.
Line 7 has also confirmed the crew of a Benetti 37m motoryacht, a Dubois-designed 35m sailing yacht, a 58m Perini Navi, a 43m sloop from Vitters, and a 50m motoryacht currently in build will now wear the superyacht technical range.
Line 7 will be exhibiting its new product line at METSTRADE show in Amsterdam from 15-17 November, 2016.