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How Woolrich Built a Store for the Future

How Woolrich Built a Store for the Future

How Woolrich Built a Store for the Future
March 30
21:10 2018
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Woolrich, the American brand based in Pennsylvania that was founded in 1830, has been undergoing some internal changes over the past few years, which Andrea Cane, its creative director, outlined at the beginning of his talk.
In 2016, the company merged with WP Lavori in Corso, Italy, its longtime licensee partner, which controls Woolrich Europe, and after that merger they formed Woolrich International. Late last year, Woolrich sold a minority stake in its overall business to Goldwin Inc., a Tokyo-based manufacturer and seller of technical sportswear, to expand the label internationally. Goldwin has purchased shares from WP Lavori in Corso, Woolrich International’s majority shareholder, and has also committed a “dedicated capital increase,” Cane said.
Woolrich previously operated under three divisions: Woolrich Outdoor, a moderately priced outdoors line; Woolrich John Rich & Bros., the contemporary offering, and a collection of wool textiles and blankets that it creates at its mill in Woolrich, Pa. But now everything is marketed under the Woolrich name.
With Goldwin’s investment, Woolrich has focused on infusing technology into its outerwear and building stores to fit this new ethos.
Cane detailed the stores that have inspired him, which ranged from Supreme because of its consistency and exclusivity to L.L. Bean because of its dedication

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