June 2025 — Iconic outerwear label Woolrich has officially completed its partnership deal with Chinese fashion conglomerate Baoxiniao, securing rights to the brand outside of Europe. The transaction, initially signed in late 2024, was finalized in February 2025 and marks a strategic shift toward accelerated international expansion, particularly into China and other key Asian markets.
As part of this pivotal transition, Lorenzo Flamini, Woolrich’s long-serving Chief Financial Officer, has been promoted to Chief Executive Officer. Flamini has played a critical role in Woolrich’s recent evolution—from the formation of Woolrich International in 2016 to the L-GAM ownership transfer in 2018.
China-Led Global Growth Strategy
The agreement gives Baoxiniao the intellectual property rights to Woolrich outside Europe, laying the groundwork for major retail and digital market entry initiatives—starting with mainland China.
“This deal enhances our ability to grow the Woolrich brand globally,” said Flamini. “We are committed to preserving the authenticity that defines us while tailoring our strategy to resonate with new markets.”
🇪🇺 Europe Remains a Core Market
Woolrich will continue its European operations under the guidance of L-GAM, focusing on:
- Wholesale partnerships
- Direct-to-consumer (DTC) retail
- E-commerce optimization
Flamini emphasized a balance between innovation and heritage, noting that future collections will tap into the brand’s 1830 archives, updating classic elements for modern tastes.
What’s Next for the Brand?
Key elements of Woolrich’s forward-looking strategy include:
- Expansion of lightweight apparel offerings
- Strengthening mid-season collections (Spring–Fall)
- Continued investment in brand storytelling and product versatility
This approach reflects shifting consumer behaviors, especially in warmer markets where Woolrich’s winter-heavy portfolio has historically seen limited reach.
Leadership With Legacy
Flamini’s appointment reflects a deep continuity within the brand, as he has been at the helm of both financial operations and strategic vision since 2017. He now becomes the face of Woolrich’s next global chapter, working to harmonize European authenticity with Asian growth opportunities.
