Sears Completes Lands' End Integration, Says Multichannel Strategy Paying Off

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Lands' End merchandise will be available at all of the 870 full-line stores of Sears, Roebuck and Co. by the end of the month.


The final integration, announced yesterday, comes a year after Hoffman Estates, IL-based Sears paid $1.9 billion for Lands' End, the nation's leading apparel cataloger and online retailer.


Lands' End products were first introduced in 183 Sears stores across 10 markets nationwide in November, only five months after its sale. By March, another 217 stores were added.


With this milestone, Dodgeville, WI-based Lands' End apparel and gear is now available online at www.landsend.com, by catalog and in stores.


Sears also sells other non-Lands' End products directly through a number of sites, including www.sears.com.


The multichannel strategy incorporating Lands' End seems to be working, according to Sears.


Sales of Lands' End apparel were strong in the 401 Sears stores carrying the brand in the spring, claimed Mindy Meads, Sears executive vice president of apparel.


"In fact, comparable sales for apparel in stores carrying the Lands' End brand were 2 [percent] to 4 percent better than those without," Meads said in a statement.


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