After being placed into administration on the 8th of June, Henri Lloyd's brand name and certain assets of the UK based company have been acquired by Swedish investors, the Aligro Group. The business will be led by a management team with experience in both branding and sales of top quality products in the yachting segment.

“We will heavily invest in the marine clothing segment and our aim is to be the largest supplier on the market. That includes all markets,” said Magnus Liljeblad at Aligro Group when speaking to IBI earlier today.

“It's a little bit too soon to fully talk about our exciting vision for Henri Lloyd. We want to make a total turnaround with the brand, which is well-known and respected globally but has not been as effective as it might have been in recent years. We will put major resources into product development and a relaunch, but there will be no news on this commitment until next year.”

Liljeblad also told IBI that Henri Lloyd will continue as a British company, but with its headquarters based in Sweden. Aligro Group owns a factory in Poland where it plans to produce “team sails” with a very short production time of just a couple of days.

Magnus Liljeblad is an experienced manager within the sporting goods and outdoors industry. His previous positions include CEO of Sportmanship AB (previous distributor of Henri Lloyd in Sweden), Peak Performance AB, Stadium AB and most recently founder and CEO of Wacay.

Aligro Group was founded and is managed by Swede Hans Eckerström.

“I am a passionate sailor and Henri Lloyd is a brand that has always held a special place in my heart”, says Hans Eckerström.

“Now that we have the opportunity, I'm committed to carry the heritage of the brand further and invest in it to reach its full potential”. The new Henri Lloyd management will call all 'life style' clothes 'fashion'.

“It's a very important business area for us and that's where our best opportunities lie. We'll trial our new products and plans with selected customers during the autumn of 2019.”

Martin and Paul Strzelecki, sons of Henri Lloyd founder Henri Strzelecki MBE, will act as advisors to the new Henri Lloyd.