Lands’ End has found a new home.
The outdoor-influenced brand, which was previously sold at Sears and about 20 of the brand’s freestanding stores, will join the Kohl’s Corp. roster in the fall, when the Menomonee Falls, Wis.-based retailer launches the full Lands’ End assortment for women, men, kids and home online and in 150 locations.
Kohl’s, which has been trying to revive its struggling women’s business, will feature seasonal Lands’ End items for the family, including outerwear such as jackets, vests and cold weather accessories in extended sizes and fits such as plus, and big and tall. Orders will be fulfilled and shipped by Lands’ End.
“The addition of Lands’ End, a market leader in the classic, casual lifestyle, to Kohl’s brand portfolio further strengthens our product leadership and our ability to deliver unmatched national brands to Kohl’s customers,” said Michelle Gass, Kohl’s chief executive officer. “Lands’ End brings its strong brand recognition, leadership in casual style and fit authority, and gives new and existing customers something to discover at Kohl’s.”
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Lands’ End in 2002 became a wholly owned subsidiary of Sears. The brand in 2014 was spun off from the struggling retailer and became a publicly traded company. Jerome Griffith, Lands’ End’s ceo, in 2018 announced that the brand would no longer “rely on Sears,” which housed about 180 of its stores-within-a-store.
Kohl’s reported flat sales in the fourth quarter ended Feb. 1, with same-store sales down 1.3 percent for 2019, following a weak holiday season. While Kohl’s is adding Lands’ End to its assortment, Gass said eight women’s brands will be eliminated in 2020. Gass had planned to divulge the labels’ names during Kohl’s investor day, but the event was canceled due to the coronavirus.
“We know our customers consistently list Kohl’s as one of their primary shopping destinations,” said Griffith on Monday, adding, “We place great value in meeting them where they are already shopping.”