Henri Llyod sails into new venture
That will be its title role after car maker Audi appointed the company as its official clothing partner for all sporting and corporate sailing events in Australia.
Alongside key tournaments such as Hamilton Island Race Week, Skandia Geelong Week and Audi Sydney Regatta, Henri-Llyod will also co-ordinate smaller sponsored events with some 1000 yachts scheduled to compete in 2007.
Australian distributors of the international brand - Burke - believes the partnership will boost the label's standing as a "premium" marine and lifestyle supplier.
"Our first response was that it was a great brand alliance for Heni-Llyod," said joint CEO Fran Burke. "It's something we're very keen to be part of and it was so wonderful to see a company like Audi putting so much focus on sport like sailing in Australia - it has been notoriously under-funded for many years.
"Through this, we will be able to continue to bring lifestyle and fashion to the marine world via such events as champagne luncheons, fashion parades and on water team sailing for our retailers, store VIPs and press."
The partnership was cemented after Henri-Lloyd was invited to submit a merchandise proposal and presentation to a panel of three Audi executives. The German car manufacturer reportedly approached a number of marine apparel brands as part of a move to prop its sponsorship of the sport. Burke believes Audi's choice was spurred by Henri-Llyod's involvement in the upcoming America's Cup.
The five-year agreement, for an undisclosed sum, means Henri-Lloyd will take responsibility for the marine technical garments for sponsored sailors, VIPs and company employees. The marine range includes fast dry polos, caps, 100 per cent waterproof bags, sailing gloves, high-performance jackets and technical footwear.
While it is currently in limited release, the full collection will be designed in September and be out in time for Skandia Geelong Week in January. Burke said the first pieces have already been donned for the recent Hahn Hamilton Island Race Week.
"The sailing up there is always competitive and the onshore partying just as hectic so the guys needed to look good on the boat and the cocktail party after."