Belstaff announces partnership with Ineos Grenadier ahead of 2022 debut

By

Sandra Halliday

Published
Jul 2, 2020

Belstaff has announced a partnership with another part of the business owned by its parent company Ineos as it raises its profile further among consumers with a strong interest in driving.

The brand, whose roots are in motorbike clothing, is partnering with Ineos Automotive as it prepares to launch its 4x4 Grenadier vehicle in 2022. Belstaff has been named “official outfitter to the team”.

Even without the obvious connection via the parent company, there’s a clear synergy between Grenadier and Belstaff with the former aiming to be  a “capable, durable and reliable 4x4 designed and built to handle the world’s harshest environments”. The company said the “design brief rings true with the team at Belstaff, who have been creating durable and dependable clothing for adventurers and athletes; sailors, motorcyclists, aviators, and military personnel for almost a century”.

Belstaff CEO Helen Wright said of all this: “Journeys have always been an intrinsic part of the Belstaff world. As official outfitter to Ineos Grenadier, our shared commitment to quality, innovation and modern utility is the natural starting point for an enduring partnership.”

There are few details so far of exactly what the link-up will mean but such collaborative deals can be important marketing channels for brands. In this case, it should help put the label in front of a vehicle-buying consumer group that’s clearly complementary to the Belstaff offer — those seeking a rugged authenticity with a trend element without being too ‘fashion’.