Houlihan Lokey Advises Woolrich International

Houlihan Lokey is pleased to announce the sale of Woolrich International’s (Woolrich) intellectual property rights for all territories outside Europe to the Chinese apparel group Baoxiniao Holding Co. Ltd. (Baoxiniao).

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.

Established in 1830 in Pennsylvania, Woolrich is a historic American outerwear brand with over 190 years of heritage, blending Italian flair and style with strong brand reputation and awareness.

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

Baoxiniao has entered into a five-year procurement and brand consulting agreement with Woolrich to ensure globally consistent efforts in brand positioning, marketing, product development, and overall operations. Baoxiniao will directly operate Woolrich in Greater China.

Leveraging Baoxiniao’s industry expertise, proven multi-brand strategy, and track record of success launching brands in the Greater China market, the partnership will unlock significant growth opportunities for Woolrich, marking a pivotal step in its international expansion while providing the resources and platform needed to accelerate growth in key markets.

Furthermore, the deal will act as a catalyst for Woolrich’s growth in Asia and beyond, enabling the brand to bring its rich heritage, blending functional performance, innovation, and distinctive style to a new generation of consumers worldwide.

Houlihan Lokey acted as the exclusive financial advisor to L-GAM, assisting with the marketing of the asset, assessing the total potential proceeds across different transaction structures, and negotiating the financial aspects of the deal in a highly competitive process.

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