Henri Lloyd, the British clothing brand for yachtsmen and sailors, is introducing a new logo to symbolize a return to the brand's heritage while also suggesting a fresh start, for a new phase in the brand's history. Henri Lloyd has had a new owner since June 2018, when the former company entered into administration. The brand and valuable assets were acquired by a group of investors led by Hans Eckerström and Magnus Liljeblad, the company's chief executive. In this new phase, Henri Lloyd will be a digital-first company, with a new technology platform that will enable it to collaborate with its retail partners in a new way, the company said in a release. The management is planning to deal with 80 percent fewer retailers than in the past, to focus entirely on selected key relationships.

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