The outdoor brand Woolrich has concluded a strategic agreement with the Chinese clothing group Baoxiniao Holding Co. Ltd. officially announced. The agreement, which was signed at the end of 2024, came into force in February 2025. As a result of the partnership, Woolrich Lorenzo Flamini has appointed the new Chief Executive Officer.
Flamini has been working as a Chief Financial Officer (CFO) since 2017 and accompanied, among other things, the foundation of Woolrich International 2016 and the start of the financial investor L-GAM in 2018. L-GAM remains responsible for the brand’s European business.
“Europe remains our reference market,” emphasized Flamini in a message. One will continue to rely on the three sales channels wholesale, direct-to-consumer and e-commerce. The aim is to sharpen the brand identity based on the historical legacy of the brand from 1830 and its “intrinsic versatility”, Flamini continued.
In the future, the range of lighter clothing for the temporary season is to expand spring and autumn. At the same time, the iconic design elements of the brand should be interpreted in a modern way.
Expansion in Asia
Already in December 2024 Baoxiniao Holding Co. Ltd. got on with Woolrich. The Chinese group took over the trademark rights for all markets outside of Europe. Baoxiniao, whose portfolio includes Saint Angelo, Hazzy, Bono, Camicissima and Henry Grant, plans to further expand the positioning of Woolrich in the Premium Outdoor segment Global-especially in Asia.
This article was used with digital tools translated.
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