Lands' End is bullish on building its global business.
The vertical retailer ships to more than 100 countries through its landsend.com U.S. portal, but only three countries — the U.K., Germany and Japan — have dedicated operations of their own. The company plans to bring online and catalogue operations to more countries and eventually launch stores of its own overseas.
“There’s tremendous opportunity for Lands’ End internationally,” said Bry Roskoz, senior vice president of international, who joined the company in April. “We’re taking a step back and doing a global assessment. We have strength. Some of the strongest countries [outside the U.S.] are Australia and Russia.”
Lands’ End is launching a partnership with a third party online retailer in Russia. “We’re doing a pilot and a test,” she said. “Other markets we’re assessing include China, which is on everybody’s list. There’s a lot we need to better understand about that market. We’re looking at the bigger territories [in China].”
The U.K., Lands’ End’s most established international market, has its own infrastructure with landsend.co.uk and a database of customers who receive catalogues in addition to visiting the Web site. U.K. operations include a distribution center, warehouse, call center, back office and marketing team. There’s also a product merchandising team that feeds trends and market-specific needs to the production department in the U.S. Sometimes a foreign market needs a specific color, and other times, it’s a new product.
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