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Lands' End Switches UK Site's E-Commerce Platform

Apparel cataloger and online retailer Lands' End Inc.'s operation in Britain dumped its in-house e-commerce platform for an outsourced service from Venda Inc.

The site at www.landsend.co.uk joins British brands like Mothercare, Virgin Megastore, Goldsmiths, Ted Baker, Austin Reed and the Hamleys toy store in using Venda's on-demand platform. The Lands' End site in Germany switches to Venda in the second quarter, with Japan following later this year.

“I think that there was a concern about that [in-house] platform's ability to do what they wanted to do with their international sites,” said Jeffrey Max, CEO of Venda, New York. “There were two elements: One was functionality, and the other was price.”

Venda's completion of the Lands' End site in Britain comes less than two months after the software company announced it would host personal-care retailer Crabtree & Evelyn Ltd.'s e-commerce on its own platform. Crabtree, which currently uses Yahoo Stores, is relaunching its U.S. site with plans to expand into Canada and Europe.

The Lands' End switch in Britain took about three months to complete. The site shares the same design as the flagship U.S. store, which still uses an in-house e-commerce platform. The British site sells apparel and accessories for men, women and children, with prices in pounds sterling.

Venda's solution costs $10,000 a month, plus extra charges for integration with back-end systems. The package lets online retailers, branded franchisees and manufacturers deploy online stores in many countries, languages and currencies. Venda hosts the site on its servers.

“Another element that was compelling for Lands' End [in Britain] is that Venda doesn't actually charge for building and deploying the site,” Max said. “That was a cost they would have borne internally.”

Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

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