By  on August 27, 2014

In its first brick-and-mortar foray overseas, Lands’ End has begun opening shops-in-shop inside the House of Fraser department store chain in the U.K.

“This is such an interesting opportunity for us to increase brand awareness and drive new customers to the brand,” Edgar Huber, Lands’ End president and chief executive officer, told WWD. “We’re working on partnerships for Japan,” for Lands’ End’s next overseas brick-and-mortar venture, Huber said.

The first Lands’ End shop-in-shop, 395 square feet in size, opened in the Norwich location of House of Fraser last week. Four other shops will open through September at the British retailer’s Lakeside, Birmingham, Bournemouth and Bristol locations. The shops are between 350 and 600 square feet. Lands’ End is also being sold on houseoffraser.com

Huber confirmed that freestanding stores are a possibility abroad as well. In the U.S., Lands’ End operates five regular stores, six outlets and 243 shops inside Sears stores. Lands’ End began trading as a public company on Nasdaq last April after it was spun off by Sears Holdings Corp.

In September 2013, Lands’ End launched a global extension of its core e-commerce platform, allowing international customers to view pricing and place orders in 60 local currencies at landsend.com. Currently, the company distributes to more than 136 countries.

The company has substantial operations in Germany‚ Japan and the U.K. as well as catalogue and e-commerce channels in Austria, France and Canada.

House of Fraser has more than 60 stores across the United Kingdom and Ireland. In April, Nanjing Cenbest, a Chinese department store otherwise known as Nanjing Xinjiekou Department Store Co. Ltd., agreed to acquire House of Fraser. The deal allows House of Fraser’s management team to continue to grow and invest in the business in the U.K. and Ireland and provides a platform to expand the brand in international markets.

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