Catalogers on Lands’ End/Sears: sounds good

Two days after Sears, Roebuck & Co. announced its plan to buy Lands’ End, most catalogers contacted think the deal is a sound one.

Ron Ramseyer, president of direct marketing for outdoor sporting goods cataloger/retailer Bass Pro Shops and a former 19-year employee of the defunct Sears catalog, calls the deal a “win-win situation. It’s a great opportunity for Sears to introduce a brand at a level that’s a little higher than Sears’s current apparel selection. It also gives Sears a big opportunity to use Lands’ End’s 30-million-household file to expand its reach.”

Ramseyer also dismisses the idea that an association with Sear could tarnish Lands’ End’s image. ” Lands’ End has a very well-known and well-understood brand, which isn’t on a higher plateau than those of Sears’s hard goods,” he says. “And customers in the stores buying lower-end apparel will recognize Lands’ End as higher end.”

Jennifer Lind, a spokesperson for outdoor apparel cataloger/retailer Recreational Equipment Inc. (REI), says that although the deal “could present some problems for both companies, it could also be a great benefit. They both do well in e-commerce, so the sum will be better than the parts. And while Sears has some challenges in apparel where Lands’ End is strong, I don’t think Lands’ End will in any way compromise on its customer service, as a result.”

Lands’ End rival L.L. Bean, which has slowly begun a retail expansion of its own in recent years, is monitoring the situation closely. “It’s safe to say that we are following this news with great interest,” says president/CEO Chris McCormick. “While I won’t speculate on what this means for the future of the Lands’ End brand and/or Sears, the sale delivers strong testimony to the accomplishments of [Lands’ End founder] Gary Comer. We admire his achievements in developing such a strong and well-respected apparel brand.”

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.