Lands' End Wants to Sell Willis & Geiger

Share this article:
Lands' End, Dodgeville, WI, is seeking a buyer for the historic Willis & Geiger specialty catalog business.


"While we love the product and the catalog creative, the business has not lived up to our growth expectations, and we believe our resources will be used more effectively by focusing on our core business," said Michael J. Smith, Lands' End president/CEO.


Willis & Geiger, a 96-year-old brand of outerwear, was founded by Ben Willis, who helped developed the first official-issue U.S. Army flight jacket. The brand was reportedly worn by Teddy Roosevelt, Charles Lindbergh, Dwight D. Eisenhower and many other notables over the decades.


Lands' End acquired assets and the trademark for the business for everywhere except Asia, from Japanese company D'Urban in 1994, said Charlotte LaComb, manager of investor relations. The cost of the transaction was never disclosed.


At the time of the acquisition, the company was a wholesale operation that sold to some upscale department stores and catalogs, LaComb said. Lands' End reconfigured the company into a catalog operation. The resulting catalog, based in Madison, WI, is geared toward the adventurer and history buff, with photographs and lengthy copy that recall clothing worn by troops and adventurers in past years.


Annual sales for the most recent fiscal year were $12.3 million. There are currently 16 Lands' End employees working in the Willis & Geiger division. If they aren't offered positions with the new company, or decide not to stay with the company under new ownership, attempts will be made to find suitable positions for them within Lands' End.


Lands' End will continue to operate Willis & Geiger while searching for a buyer.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.

Metal Mulisha Races Towards Customization

Metal Mulisha Races Towards Customization

The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.