Woolrich achieved a 22 percent sales increase in 2021 compared to the previous year. The sales growth was primarily attributed to its new business mix, based on a renewed focus on directly operated retail via both the brick-and-mortar and online channels. Stefano Saccone, who joined Woolrich as CEO in 2019 from VF Corp., carried out the retail transformation. Retail revenues jumped by 44 percent versus 2020, boosted by a strong holiday season. Woolrich has 30 stores globally. E-commerce sales jumped by 75 percent and tripled their share since 2019. Woolrich plans to open three new mono-brand stores in Italy over the next few months, located in Florence, Bozen and Verona. It will also be launching a “buy-online, return-in-store” service to engage its customers further.
Founded in 1830, Woolrich is America’s oldest outdoor apparel brand, now owned by L-GAM, a Luxembourg-based investment company backed by the Princely Family of Liechtenstein. Amid the war in Ukraine, Woolrich has provided 2,500 winter garments donated via the NGO Towarzystwo Przyjaciół Ukrainy in Poland, which helps displaced Ukrainian refugees.
