LLOYD has rebranded
German premium footwear brand LLOYD, which changed hands in May 2024, presents a refreshed logo and corporate identity. Under the management of The Athlete's Foot Arklyz Group, the brand has a new vision, which is reflected in the slogan "Fuel a Positive Lifestyle", in pursuit of a "dynamic, optimistic and holistic approach to life".
Lloyd's rebrand includes a redesigned logo in a serif font, which is paired with a new symbol: "Wings of Inspiration", representing LLOYD's aspiration to move forward. A new brand colour palette has also been introduced, including brick red and deep mint.
“Our rebranding is a response to the demands of today’s consumers, while remaining true to our roots. This rebranding reflects our commitment to quality, modernity and craftsmanship. With wings of inspiration, we are here to inspire and enable our customers to experience the moments that matter most to them, and as we grow, we will continue to offer the same timeless quality and style that LLOYD has been known for for over 137 years,” said Andreas Schaller, CEO of Lloyd Lifestyle GmbH.
Param Singh, owner of the brand’s parent company Arklyz Group, stressed that “for us, this rebrand is more than just a visual makeover. It’s a promise to our customers that we will be with them every step of the way. The new logo, symbol and brand statement build on LLOYD’s great heritage, but also reflect our ambition to become a truly global lifestyle brand.”
In the New Year, German LLOYD is preparing to present an updated style at leading European shoe exhibitions.
LLOYD was founded in 1888 and is the market leader in premium footwear in Germany, Austria, Switzerland and the Scandinavian countries. In May 2024, the German ARA Group sold LLOYD Shoes and all its subsidiaries to the Swiss Arklyz Group.
LLOYD is present in 48 countries and is sold at approximately 2800 points of sale. Its own retail is represented by 35 concept stores in major cities in Germany, as well as in Copenhagen, Lima, Vienna and Beijing. The brand's online sales are carried out through its own international online platform, where in addition to shoes, outerwear, bags and belts for men and women are presented.
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