Lloyd Shoes Launches Rebrand Under New Ownership

After being acquired by The Athlete’s Foot parent company Arklyz Group in May, German footwear company Lloyd is charting a new path.

According to the brand, it has undergone a complete brand refresh with the aim of “embracing change and moving forward to become a global lifestyle brand.”

In a statement on Monday, Lloyd said its new vision, dubbed “Fuel a Positive Lifestyle,” is meant to capture the brand’s belief in a “dynamic, optimistic and holistic approach to life,” with the mission to build an aspirational lifestyle brand that connects with people across multiple product categories in diverse countries.

As part of the refresh, Lloyd’s new branding features a redesigned logo in a serif font, which is paired with a new symbol: the “Wings of Inspiration,” which represent Lloyd’s drive to move forward, the company said. A fresh new color palette was also introduced, featuring brick red and dark mint.

“The world is changing, and so are we,” says Andreas Schaller, chief executive officer of Lloyd Lifestyle GmbH. “Our rebrand is all about responding to what today’s consumers want while staying true to our roots. This rebrand represents our commitment to quality, modernity, and craftsmanship. With the wings of inspiration, we are here to energize and empower our customers to own the moments that matter most to them and as we grow, we’ll continue to offer the same timeless quality and style that Lloyd has been known for over 137 years.”

Param Singh, owner of Arklyz Group and Lloyd Lifestyle GmbH, added that he is “excited” about the brand’s next chapter. “For us, this rebrand is more than just a visual transformation,” Singh said. “It is a promise to our customers that we will be with them every step of the way. The new brand logo, symbol and claim are rooted in Lloyd’s proud legacy, but also reflect the ambition to become a truly global lifestyle brand.”

Looking ahead, Lloyd noted that it will showcase its new look at major global trade fairs, including Who’s Next in Paris (Jan. 20 – Jan. 22), Ciff in Copenhagen (Jan. 31–Feb. 2), and Micam in Milan (Feb. 18 – Feb. 20). At each event, Lloyd said it will reveal its new visual identity and the fall/winter 2025 product collection.

Founded in 1888, Lloyd sells its collections worldwide, in 48 countries at around 2,800 points of sale. Lloyd operates 35 concept stores in major cities in Germany as well as in other major cities like Copenhagen, Lima, Vienna, and Beijing as well as through its website.