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Lands' End opens new brick-and-mortar concept


Catalog and web-based retailer Lands' End has announced plans for the opening of a new brick-and-mortar concept, the first in a series of four to six stores the Wisconsin-based brand intends to open this year.

The store will carry a full men's and women's assortment, with categories including dresses, shorts, dress shirts and the brand's new swim collection. A digital shopping experience in store will offer kidswear and apparel in extended sizes, as well as pet and home products. From a retail standpoint, the focus of the store is consumer experience. Spacious fitting rooms for comfort and sales associates educated about products and services will create the foundation of the shopping experience for customers who previously interacted with the brand only through its catalog. The store is a 5,000-square-foot space branded with Lands' End signature colors of navy and white. Different categories are separated into "rooms", with the intention of creating a more intimate shopping experience. Visuals will incorporate a mix of seasonal marketing and social media that can be seen on multimedia displays. Jerome Griffith, chief executive officer and president, Lands' End said in a statement that the store offers the opportunity to "[bring] the Lands' End brand to life," explaining that it will be an opportunity for the community to experience "the heritage of our brand." The Lands' End store is located in Kildeer, Illinois at Kildeer Village Square. Further concept stores are set to roll out in 2018.

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