Woolrich
BasicNet (Europe); Baoxiniao Holdings (brand rights outside Europe) · United States
Woolrich is an American outdoor and heritage apparel brand founded in 1830 in Pennsylvania. In November 2025 BasicNet announced the acquisition of the European rights and Woolrich Europe, while a Chinese group, Baoxiniao Holdings, owns the brand rights outside Europe.
| Founded | 1830 |
|---|---|
| Founder | John Rich |
| Chief executive | Lorenzo Flamini, since February 2025 |
| Owner in Europe | BasicNet (announced November 2025) |
| Owner outside Europe | Baoxiniao Holdings (brand rights) |
| Segment | Premium and contemporary |
| Website | woolrich.com |
What is Woolrich?
Woolrich is one of the oldest outdoor clothing brands in the United States. It sells outerwear, sweaters and other wool and outdoor apparel for men and women, and presents itself as American heritage since 1830.
History
John Rich built the first woolen mill at Plum Run, Pennsylvania, in 1830, and in 1843 he bought out the interest of co founder Daniel McCormick. The company introduced the Buffalo Check shirt in 1850, supplied the Union Army with blankets and uniforms during the Civil War, and later made clothing for recreation. The Arctic Parka was created in the 1970s and later used by workers on the Alaska Oil Pipeline. In 1989 the brand expanded into Europe, starting in Italy.
Ownership
In 2016 the Italian company W.P. Lavori, which had licensed the name in Europe, acquired a majority stake and formed Woolrich International, with Goldwin of Japan taking a portion. The private equity fund L-GAM has controlled Woolrich since October 2018. FashionNetwork reports that a Chinese group, Baoxiniao Holdings, owns the brand rights outside Europe after a June 2025 agreement with L-GAM. On 12 November 2025 BasicNet, the Turin group behind Kappa, K-Way and Superga, announced it would acquire the European rights and 100 per cent of Woolrich Europe S.p.A. for an enterprise value of 90 million euros, expected to close in December 2025.
Lorenzo Flamini became chief executive in February 2025. Woolrich Black Label has been led by creative director Todd Snyder.
Business model and distribution
Woolrich sells through its own stores, wholesale partners and e-commerce. As of 2023 it had three North American stores, in Woolrich, Pennsylvania, SoHo in New York and Woodbury, New York, plus European stores in Germany, Italy and the Netherlands. A Target collaboration in October 2025 sold out quickly.
Why it matters
Woolrich is a prominent example of an American heritage brand whose centre of gravity moved to Europe, and its 2025 split between regions shows how brand rights can be divided by territory.
Frequently asked questions
Who owns Woolrich?
BasicNet announced in November 2025 that it would acquire the European rights and Woolrich Europe from L-GAM, while Baoxiniao Holdings owns the brand rights outside Europe, according to FashionNetwork.
Where is Woolrich from?
Woolrich is an American brand founded in 1830 in Woolrich, Pennsylvania. Its European operations are managed from Italy.