J.Lindeberg is leaning into its sports activities and trend heritage because it prepares to relaunch the model for fall beneath the route of a brand new chief govt officer and artistic director.
Today, the Stockholm-based model will formally launch Neil Lewty’s first full assortment since becoming a member of the model a yr in the past. The English native has a résumé that features senior head of design for Hugo Boss Sportswear, design director of males’s put on for Tommy Hilfiger and head of males’s put on design for Bamford & Sons.
At J.Lindeberg, he joins Hans-Christian Meyer, a 30-year veteran of the style business who spent near 12 years at Ralph Lauren and had served as CEO of Tiger of Sweden earlier than becoming a member of J.Lindeberg final June.
Meyer stated J.Lindeberg, which was based by Johan Lindeberg, the previous advertising director of Diesel, in 1996, and was among the many first collections to carry a designer sensibility to the golfwear market, is poised to have its strongest yr ever.
“Even in a pandemic, this will be a record year for us from a revenue and bottom-line perspective,” he stated. “We delivered the numbers that the previous management team had set in 2019 before anyone had ever heard of COVID-19.”
Sales are anticipated to hit $93 million for the core model and a Chinese licensed division will add one other $174 million to the model’s quantity, he stated. Although the Chinese division, which operates 124 shops in that nation, is operated independently, he stated it purchases product from the Stockholm firm, which helps increase its backside line. And for spring 2022, he stated prebooking of the model’s sports activities assortment is up 75 %.
Meyer attributed J.Lindeberg’s latest success to its means to rapidly “reengineer” its enterprise to adapt to the altering instances. The first step was to do a model research utilizing an outdoor consultancy in addition to in-depth conversations with longtime workers members to have a transparent understanding of the corporate’s DNA. What rapidly grew to become clear was that whereas the model traces its historical past to golf, it has developed over time to incorporate skiwear and a complete trend vary.
So Meyer and Lewty labored collectively on a model rebirth that might mix all of the classes beneath one unified message. Meyer stated he used the learnings he had acquired working with Ralph Lauren, the corporate’s former chief working officer Roger Farah in addition to its former CEO Stefan Larsson to arrange a framework for fulfillment at J.Lindeberg.
So as a substitute of particular person silos the place every class was designed and marketed independently, the staff labored to create one idea that encompassed all of them. “If you look at fashion today, there is a blending of fashion and sport,” Lewty stated. “My job was to create one concept that is much tighter with a stronger message.”
He stated there may be now one seasonal shade palette and patterns and prints together with technical options are used all through the road. So a light-weight, technical material designed for golfwear may also be used within the trend portion of the gathering. “We’re sharing ideas and that just makes sense,” Lewty defined.
Meyer stated the road is now segmented right into a sports activities section, which is being known as JL Sports, and trend. JL Sports will embody golf, ski, a brand new racquet line for spring, in addition to items that can be utilized for something from pickleball to mountain climbing. That line represents 60 % of gross sales with the extra fashion-forward line accounting for 40 % of the enterprise. In China, he famous, the style line represents the next proportion of total gross sales.
Whether sport or trend, the model has give you a advertising assertion for fall supposed to amplify its new message: Aim Higher. “We’re really proud of that slogan,” Lewty stated. “It has a sports connotation, but it can mean a lot more.”
For the style line, there are three capsules being provided: houndstooth, shade block and athleisure, which can embrace bomber swimsuit units in stretch materials, a brand new jersey shirt program in natural cotton and hemp and coats and blazers in 50 % recycled wool.
For the sports activities facet, the golf-specific merchandise could have three tales which the model is asking Gradient Tech, Active Mesh and The Elements. They function contrasting materials and a mix of neutrals and shiny colours. Key items embrace totally taped, waterproof jackets, light-weight stretch cotton pique shirts and an elevated concentrate on sustainability, with 80 % of the materials BlueSign or Oeko-Tex licensed.
For different out of doors sports activities corresponding to snowboarding and mountaineering — in addition to “relaxing in the valley” — J.Lindeberg is providing elevated classics together with a hood on coats for the intense adventurer known as the Cliff XTR Hood produced from recycled polyamide material initially used for parachutes. Lewty stated this assortment total is meant to supply “cutting-edge style for both on and off the slopes. It celebrates the house codes we live by: telling the J.Lindeberg story through the contrasts that helped form our unique expression.”
Meyer stated the sports activities line is carried at 525 factors of sale world wide, and 30 % of the enterprise comes from the U.S. the place it’s offered in 25 states. The bulk of the enterprise continues to be in Europe, the place there are additionally 14 monobrand shops in Scandinavia.
With the design on the precise trajectory, J.Lindeberg is targeted on guaranteeing the standard, value factors and distribution are proper and the provision chain is working correctly. “It’s not rocket science — you have to have the right quality, the right price point and the right supply chain management,” Lewty stated.
Meyer agreed. “We have to get the brand right and the business right and get our house in order.” The sport plan is to supply “good, quality basics” with a contemporary sensibility and a few trend items because the icing on high: suppose a leather-based swimsuit or a pink golf outfit.
“We won’t restart every season but build on what we have,” Meyer stated. “It’s an easily understandable concept, but there’s a lot more to come.”
Since 2012, J.Lindeberg has been owned by Anders Holch Povlsen, Dan Friis and Allan Warburg of the Bestseller group. The model has relaunched quite a lot of instances previously few years, bringing again its founder for a two-year stint in 2015, and beneath the design route of Jens Werner, who had designed for Tory Sport, Y-3, Yeezy and others, in 2019.