Woolrich finalizes deal with Baoxiniao and names Lorenzo Flamini as CEO
Woolrich has closed its transaction with Chinese fashion group Baoxiniao, marking a new chapter for the brand's global expansion, and has appointed Lorenzo Flamini as CEO.
Signed in late 2024, the agreement with the Chinese player officially closed in February 2025. The deal gives the company intellectual property rights to the Woolrich brand outside Europe, strengthening its ability to expand into key international markets, starting with China.
Flamini, who has been with Woolrich since 2017 as chief financial officer, has played a key role in the company's evolution. A constant presence throughout the brand's transformational journey—not only in financial matters but also in strategic and operational initiatives—he has contributed to several pivotal milestones, including the 2016 transaction that created Woolrich International and the 2018 transfer of ownership to L-GAM. L-GAM will continue to manage the brand's development in Europe.
Europe remains our target market, where we continue to operate directly through our three main channels: wholesale, DTC, and e-commerce," Flamini says. "Our goal is to strengthen the brand identity by focusing on what has always defined Woolrich: a historical legacy dating back to 1830 and an inherent versatility rooted in our DNA. We will draw inspiration from our archive and the brand's distinctive elements, reinterpreting them in a contemporary way. In parallel, we will expand our offering with lightweight garments and a more robust selection designed for the intermediate seasons, from spring to fall," adds the new CEO.
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