Henri Lloyd goes D2C, prices are lower

By

Sandra Halliday

Published
Sep 28, 2020

Clothing brand Henri Lloyd has shifted its business model via a new focus on direct-to-consumer with third-party distributors and retailers no longer selling the brand.

The company said that it's part of its aim to make the brand available to consumers at more affordable prices rather than having prices inflated by middlemen.

In an Instagram post, it said: “We’ve cut the middlemen, same great quality product at permanent lower direct prices. Today we are excited to bring to you our new No More Middlemen pricing, which means on average you will save 40% Off traditional RRPs!”

It could mean that an item previously selling for more than £100 would come in well below that level while a jacket that once retailed close to £700 would only be around £400.

Its chairman and majority owner Hans Eckerström said the “exciting" new development is a way to offer customers premium products at attractive prices.

The switch comes after the most bruising period in decades for UK retail as shops were forced to close during the lockdown, as many online operations also faced challenges and consumers turned away from fashion in order to buy essentials.

But Eckerström had stressed that the firm was “very much open for business” during the lockdown period. And it’s clear with the latest development that, like many other companies, it's prepared to think differently post-lockdown in order to build a stronger future for the business.