Gary Comer, a young advertising copywriter and sailing enthusiast, quits his job to work for a company that sells marine hardware and boat sails. He partners with the company’s owner, Richard Stearns; his friend, Buck Halperin, and several others to launch a mail-order business to sell sailing equipment and hardware.

Comer produces Lands’ End’s first catalogue, called The Lands’ End Yachtsman’s Equipment Guide. It becomes the most important reference catalogue of its time to naval architects, boat builders and sailboat owners.

The company starts creating something besides sailing equipment: duffel bags, manufactured in-house.

Lands’ End develops and markets its own brand of rain suit, a two-piece outfit worn by sailors in foul weather.

The brand’s first all-color catalogue is issued, with 30 pages of sailing equipment and two pages of clothing.

The focus shifts from sailing equipment to clothing and canvas luggage. Non-nautical products now take up eight pages, including products such as a men’s chamois-cloth shirt.

RELATED CONTENT: Lands' End Summer 2013: Water Ways >>

To continue reading this article...

To Read the Full Article

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus