NEW YORK — Lands’ End is taking up more acreage at Sears, Roebuck & Co.

This story first appeared in the March 11, 2003 issue of WWD. Subscribe Today.

The Hoffman Estates, Ill.-based retailer continued its rollout of Lands’ End merchandise this month, including the line in another 218 stores, or 23 new markets. After Sears acquired the traditionally styled direct merchant in June, it launched a test in November, installing the brand in 183 of its full-line stores across 10 markets.

The line is now in nearly half of the firm’s 870 full-line doors, and will be rolled out to the rest of the chain for fall.

“We gained a lot of knowledge from the launch and are applying the key learnings to the spring and fall 2003 rollouts,” said Sears executive vice president and general manager of softlines Kathryn Bufano.

Customer research conducted during the test showed, for instance, that customers preferred an in-store shop of Lands’ End merchandise, rather than a presentation that mixed the brand with other labels. About 60 percent of surveyed hardline customers at Sears said the introduction of Lands’ End product made them more likely to shop for apparel at Sears.

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