Woolrich has promoted Lorenzo Flamini, currently CFO, as CEO. The appointment follows a major transaction in December that gave Chinese apparel group Baoxiniao Holding Co. Ltd. the intellectual property rights for all territories outside of Europe.
Flamini, who joined Woolrich in 2017 after a long career at Deloitte, succeeds Stefano Saccone, who has been CEO since 2019.
Woolrich touted Flamini’s role in spearheading Woolrich’s strategic and operational transformation through several milestone moments in its recent history, including the 2016 transaction that created Woolrich International and the 2018 transition of ownership to L-GAM. This Luxembourg-based investment firm owns Woolrich’s European intellectual property rights and handles the related operations.
Flamini’s appointment comes as the Baoxiniao sale marks a new company strategy focused on consolidating its presence in Europe and accelerating growth in the Asia-Pacific region, which currently accounts for around 5 percent of its global business.
“Europe remains our core market, where we continue to operate directly through our three main channels: wholesale, direct-to-consumer and e-commerce,” Flamini stated. “Our goal is to strengthen the brand identity by focusing on what has always defined Woolrich: a heritage that dates back to 1830 and an inherent versatility rooted in our DNA. We draw inspiration from our archives and the brand’s signature elements, reinterpreting them through a contemporary lens while expanding our offer with lighter pieces and a more robust selection designed for transitional seasons — from spring to fall.”
Headquartered in Shenzhen and with a network of over 1,800 stores in China, Baoxiniao manages international brands, including Saint Angelo, Hazzys and Camicissima.
As part of the agreement, Baoxiniao directly operates Woolrich in Greater China, while other markets in the APAC region are expected to be handled by local partners.
The agreement with Woolrich provides for a five-year sourcing and consulting contract to ensure global brand consistency.
The Baoxiniao deal follows the appointment in late 2023 of designer Todd Snyder as creative director of Woolrich Black Label, a line with a contemporary aesthetic aimed at the U.S. market.
Woolrich currently operates 35 mono-brand stores in Europe and Japan, and is also present in upscale department stores, including Le Bon Marché and Galeries Lafayette in Paris, Rinascente in Italy, Breuninger in Germany, Isetan in Japan, El Corte Inglés in Spain, and Harrods in London.
Images courtesy Woolrich
