Crain’s Manchester Business reports that sailing-wear and fashion brand Henri-Lloyd is struggling to cope with unexpectedly high demand for its Brawn GP Formula 1 team clothing range. It shows that official clothing deals can be lucrative.
As part of a three-year sponsorship deal, the Worsley-based company launched a new range of official team merchandise on Saturday. It replaces a basic interim range which has been on sale since March when the deal with Brawn was signed.
Paul Strzelecki, joint Henri-Lloyd chief executive, said the demand from fans was testing the manufacturing capability of the firm which makes its clothes in Poland. He told Crain’s:
“We are struggling to keep up with demand as it’s so high. It’s a good test for our organisation. We are constantly improving and responding to demand.”
The 17-item range includes technical jackets priced at £100, Jenson Button and Rubens Barrichello caps for £25, polo tops for £40 and T-shirts for £25. Strzelecki, whose family owns the company, said prices and margins were similar to other Henri-Lloyd clothing.
He declined to give sales figures or projections but said he hoped the line would create new customers among F1 fans. Strzelecki, who attended the Monaco Grand Prix in May, said:
“They will see the Brawn stuff but also realise we sell other gear.”
Under the deal the Henri-Lloyd laurel leaves and crown logo appear on Brawn GP’s 001 car and the company supplies uniforms and travel kit to the drivers and their support team.
It would be interesting to know how sales of iShares Cup merchandise are going.
Read more about Henri Lloyd on YACHT$ponsorshiop.com