LLOYD Unveils New Brand Identity 'Own the Moments' As It Strives to Become a Global Lifestyle Brand

LLOYD Rebrands to 'Own the Moments'

LLOYD, a prominent name in premium footwear and lifestyle products since its establishment in 1888, has officially introduced a new brand identity under the slogan 'Own the Moments.' This rebranding initiative emphasizes LLOYD's commitment to adapting to the evolving market demands and enhancing its global lifestyle brand recognition.

A New Vision and Mission for a Positive Lifestyle

The refreshed vision of LLOYD encapsulates the ethos of 'Fuel a Positive Lifestyle,' highlighting the brand's belief in a dynamic, optimistic, and holistic approach to living. The mission follows this theme, striving to forge a lifestyle brand that resonates with diverse audiences across various product categories and countries. By deriving inspiration from innovative designs, LLOYD aims to empower its clientele to make significant impacts wherever they are.

Core Brand Pillars

LLOYD's new branding strategically aligns itself with three core pillars: Joy, Confidence, and Style.

1. Joy: To infuse happiness into every interaction with customers.
2. Confidence: To provide high-quality products that customers can rely on.
3. Style: To design products that encompass all facets of life and occasions.

These principles underscore the rebranding strategy, aiming to resonate deeply with customers by enhancing their lifestyle through the brand’s offerings.

A Modern Look

The new brand image sports a modern logo and a wordmark featuring timeless serif fonts, which nod to LLOYD's legacy of elegance and sophistication. It has also introduced a unique symbol called the ‘Wings of Inspiration,’ representing LLOYD’s aspiration to uplift and inspire its customers. A fresh color palette featuring rich brick red and dark mint elegantly blends tradition with forward-thinking.

CEO Andreas Schaller commented, “The world is changing, and we are changing with it. Our new brand is designed to meet the changing expectations of today's consumers while remaining true to our roots. This rebranding signifies our commitment to quality, modernity, and craftsmanship. With the Wings of Inspiration, we empower our customers to own their most valued moments while maintaining the same timeless quality and style that have defined LLOYD for over 137 years.”

Looking Ahead

The brand is poised to reveal its new identity at several major global trade shows, 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). Each event will showcase LLOYD’s new visual identity alongside the upcoming Fall/Winter 2025 product collection.

About Arklyz

Founded in 2018 by Param Singh, Arklyz Group AG operates from Stans, Switzerland, as a rapidly growing entity in the sports and lifestyle sector. The company manages a broad spectrum of interrelated activities, including brand management, distribution, retail, e-commerce, and manufacturing, boasting partnerships with several renowned brands.

About LLOYD

Since its inception in 1888, LLOYD has established itself as a market leader in premium footwear, especially in German-speaking and Scandinavian countries. Renowned for top-quality shoe production, LLOYD utilizes an omnichannel strategy to distribute its collections worldwide, engaging with customers across 48 countries and approximately 2,800 points of sale. The brand operates 35 concept stores in key cities, including locations in Copenhagen, Lima, Vienna, and Beijing, as well as a robust online presence through LLOYD.com. Alongside footwear, LLOYD offers high-quality leather goods such as jackets, bags, and belts, expertly curated to complement its footwear collections. The company's workforce exceeds 1,500 employees, with nearly 500 based in Germany, showcasing LLOYD's influential presence in the industry.

Media Contacts

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

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

The renewed focus on a global lifestyle perspective positions LLOYD to capture the hearts of modern consumers looking for quality, style, and significance in their lifestyle choices.