Line 7 at the METSTRADE 2016
Thursday, November 10, 2016 9:54 AM
Line 7 will return to METS this year with a wholly refreshed brand and approach to dressing the marine industry.
Charles Parsons, the brand’s parent company, historically took the brand out of receivership in 2009. More recently, they decided to bring the brand back into their stable after a period under a licensee.
“We initially fell in love with the brand and its story,” says Line 7’s business manager, Danielle Lambert. “We saw its heroic spirit; birthed on the waters by Kiwi sailors who knew they needed a better product to face the elements with. We bought Line 7 out of receivership because we felt a brand with a history so deeply embedded in America’s Cup campaigns and Round the World Whitbread Races deserved a place on the backs of today’s sailors. That passion for the brand is exactly why we then went on to take the brand back from a licensee: to respect the brand’s traditions while elevating it to a whole new level.”
Lambert goes on to cite three key references for the brand’s evolution: quality that is based on understanding the needs of crew, enhanced technology and increased market share.
“Significant resources were allocated to market research, radically improved design and extensive testing both on and off the water,” says Lambert.
Technology improvements take the shape of quick dry fabrics and the use of cutting-edge Celliant technology which serves to increase performance and aid recovery.
An in-house design team are able to offer custom design that is rooted in a thorough understanding and knowledge of the product and how it best fits and functions on the water.
Tailored look books for any client can be developed quickly; efficiently translating a brief as to what crew need into what will work best.
“With warehouses now in Europe and across the Southern Hemisphere, clients can buy lower minimums and expect faster delivery,” says Lambert. “We will be announcing the opening of a further warehouse in the USA in early 2017. Proactive local agents and stockists allow for customer care on a client’s timezone enabling ease of communication with a personal touch.”
“The new range is signified by the new logo,” adds Line 7’s Duthie Lidgard. “Look for the new logo and you can be assured this our most technically advanced range. That you are buying genuine Line 7.”
In terms of putting the brand back into the hands of sailors, international stockists have quickly lined up to showcase the range across the USA, Pacific and Europe. Line 7 has also confirmed the crew of a Benetti 37-metre motor yacht, a Dubois-designed 35-metre sailing yacht, a 58-metre Perini Navi, a 43-metre luxury sloop from Vitters and a 50-metre motoryacht currently in build will now wear the superyacht technical range.
"Line 7 is iconic," says Australian sales and brand manager Duncan Curnow.
"But we look forward to presenting the brand in an entirely new light at METS."
Line 7’s new management team will be exhibiting the new range at METS on stand 12.716.