#Germany #Fashion #LLOYD #Sulingen #Lifestyle

LLOYD Revamps Its Brand Identity

LLOYD, a leader in premium footwear and lifestyle products since 1888, has unveiled a new brand identity that aims to resonate with shifting consumer preferences. With the new slogan "Own the Moments," LLOYD intends to elevate joy, confidence, and style among its customers across the globe.

Embracing a Dynamic Vision

At the heart of LLOYD’s transformation is its new vision of Driving a Positive Lifestyle. This encapsulates the brand’s belief in a dynamic, optimistic, and holistic approach to life. LLOYD's mission is to create an aspirational lifestyle brand that connects with consumers in various product categories and countries. By offering innovative designs, LLOYD seeks to inspire and make a meaningful impact on its clients, no matter where they are located.

Strengthening Brand Promises

The rebranding is established on three core pillars:

• - Joy: Introducing happiness into every customer interaction.
• - Confidence: Offering high-quality products that customers can trust.
• - Style: Designing products that look great in all aspects of life.

The refreshed brand design features a modern logo with timeless serif fonts, paying homage to LLOYD’s legacy of elegance and sophistication. This is complemented by a new symbol, referred to as the "Wings of Inspiration," which represents LLOYD's drive to advance and inspire others. A contemporary color palette of brick red and dark mint completes the new design, elegantly marrying tradition with a forward-looking vision.

A Commitment to Evolution

CEO Andreas Schaller remarked, "The world is changing, and so are we. Our rebranding aims to address the desires of today’s consumer while remaining true to our roots. This transformation represents our commitment to quality, modernity, and craftsmanship. With the Wings of Inspiration, we're here to energize and empower our customers to own the moments that matter most to them. As we grow, we will continue to deliver the timeless quality and style that LLOYD has been known for over 137 years."

Param Singh, owner of ARKLYZ Group and LLOYD Lifestyle GmbH, shared his enthusiasm: "This rebranding is more than just a visual change; it's a promise to our customers that we will support them every step of the way. The new logo, symbol, and slogan are deeply rooted in LLOYD’s proud legacy, reflecting our ambition to become a truly global lifestyle brand."

Looking Ahead

LLOYD will showcase its new brand image at key global trade fairs, including Who's Next in Paris (January 20-22, 2025), CIFF in Copenhagen (January 31 - February 2, 2025), and MICAM in Milan (February 18-20, 2025). At each event, LLOYD will present its new visual identity along with the Fall/Winter 2025 product collection.

About Arklyz

Founded in 2018 by Param Singh, Arklyz Group AG has rapidly emerged as a key player in sports and lifestyle sectors, based in Stans, Switzerland. It encompasses various activities focusing on brand management, distribution, retail, e-commerce, and manufacturing, owning several well-known brands and licenses.

About LLOYD

Since its inception in 1888, LLOYD has led the market in high-end footwear in German-speaking and Scandinavian countries. For 136 years, it has stood for the highest quality in shoe production. With an omnichannel strategy, LLOYD sells its collections worldwide, operating in 48 countries and approximately 2,800 points of sale. Additionally, LLOYD offers premium leather goods like jackets, bags, and belts, matching its men’s and women’s shoe collections. The company employs over 1,500 people, including nearly 500 in Germany.

Press Contact

LLOYD Lifestyle GmbH
Godo Kraemer
Hans-Hermann-Meyer-Str.1
27232 Sulingen / Germany
Tel. +49 (0) 4271 940 211
Email: [email protected]
Website: LLOYD.COM

PR Agency:
MASALI GmbH
Valerie Betz
Heinrich-Roller-Str. 16B
10405 Berlin / Germany
Phone: +49 (0) 30 2325794 14
Email: [email protected]