Henri-Lloyd setting sail on a D2C voyage (Image: Henri-Lloyd)
Sports and sailing apparel brands Henri-Lloyd says it is “cutting out the middlemen” as it rolls out a new ecommerce platform and ramps up its direct to consumer (D2C) offering.
In a radical shake up, the retailer has ditched its wholesale relationships and is concentrating purely on selling directly to consumers, driven by a new ecommerce platform that taps into the growing move to online shopping by consumers.
The retailer, which as six UK stores, is working with Centra on a new headless ecommerce platform, which will form the centrepiece of its shift away from third-party sellers and into online D2C.
The shift comes as the company says it wants to “cut out the middle men that inflate prices”. By way of example, it says that items such as its award-winning Innovation of the Year Freemantle Hooded Jacket will retail for £399 compared to a traditional RRP of £690, while the 100% recycled Mav HL Mid Jacket, modelled by the most successful Olympic sailor in the world, Sir Ben Ainslie, will be available for £85, instead of £135 RRP.
The move is driven directly by the changing shopping habits during the pandemic, prompting the company to not only ramp up its ecommerce, but to make that its primary sales channel. Chairman and main shareholder, Hans Eckerström, comments: “I find it very exciting to change the way we do business to the benefit of every sailor, boat owner and user of Henri-Lloyd gear. We can now offer premium products at very attractive prices. I am sure that this is the future using the bene- fit of online marketing and sales to drive value to all customers”.
Centra works with a range of niche brands including Nudie Jeans, Snadqvist and DoucheBags and specialises in offering slick, headless D2C commerce platforms.
via https://AiUpNow.com October 7, 2020 at 06:07AM by Paul Skeldon, Khareem Sudlow,
