Sears Softer Side Firmed Up By Lands’ End

Aug 26, 2003
George Anderson

By George Anderson

Sears stores selling Lands’ End clothing posted apparel sales two to four percent higher than those that didn’t, reports the Internet Retailer Web site.

The consumer response to Lands’ End has been strong enough that Sears has rolled the merchandise out to all of its full line stores.

Selling Lands’ End merchandise also appeared to have a glow effect on the company’s Covington private-label apparel line, which also saw sales increased according to the company.

Mindy Meads, executive vice president of apparel, Sears said, “The integration of Lands’ End into Sears has been very successful, and this is only the beginning.”

Moderator’s Comment: Does the acquisition of Lands’
End provide Sears with a means to lift overall store sales? How can Sears better
leverage the equity of the Lands’ End brand?

The question many had when Sears first bought Lands’ End
was whether the acquisition would lift Sears up or drive Lands’ End down. The
equity of the Lands’ End brand appears stronger than Sears’ negatives at this
Anderson – Moderator

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