MILAN — About six months after finding a new investor in Chinese apparel group Baoxiniao Holding Co. Ltd., Woolrich is naming a new chief executive officer recruited from within its C-suite.

Lorenzo Flamini, previously chief financial officer of the outerwear specialist, is taking on the top job, succeeding Stefano Saccone in the CEO role. The latter had joined Woolrich in 2019.

Flamini joined Woolrich in 2017 after a long career in consultancy at leading firm Deloitte. The company touted his crucial role in spearheading Woolrich’s strategic and operational transformation through several milestone moments in its recent history.

His appointment reflects the commitment of Woolrich and its financial partners to simultaneously grow its domestic, European market, and the APAC region, which last year represented about 5 percent of the global business.

“Europe remains our core market, where we continue to operate directly through our three main channels: wholesale, direct-to-consumer and e-commerce,” Flamini said. “Our goal is to strengthen the brand identity by focusing on what has always defined Woolrich: a heritage that dates back to 1830 and an inherent versatility rooted in our DNA. We draw inspiration from our archives and the brand’s signature elements, reinterpreting them through a contemporary lens, while expanding our offer with lighter pieces and a more robust selection designed for transitional seasons — from spring to fall,” he added.

Flamini’s appointment comes three months after the closing of the deal with Baoxiniao, first announced last December, as reported. The company listed on the Shenzhen Stock Exchange and parent to the Saint Angelo, Hazzys, Bono, Camicissima and Henry Grant brands, acquired Woolrich’s intellectual property rights for all territories outside Europe.

European intellectual property rights and operations will continue to be owned and handled by L-GAM, the Luxembourg-based investment firm backed by the princely family of Liechtenstein, which first acquired Woolrich in 2018 from its former owner WP Lavori in Corso.

As per the agreement with Baoxiniao, the latter directly operates Woolrich in Greater China while other markets in the APAC region could be handled by local partners. The Chinese company has entered into a five-year procurement and brand consulting agreement with Woolrich International to ensure globally consistent efforts in brand positioning, marketing, product development and overall operations.

Founded in 1996, Baoxiniao operates more than 1,800 mono-brand stores in major cities across China for its portfolio of brands.

In 2023 Woolrich appointed Todd Snyder as creative director of the newly formed line Woolrich Black Label, the company’s upscale division liaising its outdoorsy bent with a luxury offering defined by a modern aesthetic. The move was seen spurring Woolrich’s footprint in the U.S. market.

Woolrich currently operates 35 stores across Europe and Japan and boasts a network of marquee stockists including Le Bon Marché and Galeries Lafayette in Paris; Rinascente in Italy; Breuninger and Loden-Frey in Germany; Isetan and Ginza Six in Japan; deBijenkorf in the Netherlands; El Corte Inglés in Spain, and Harrods in London, among others.