August 31, 2011, 10:57 AM

With a new Swedish site, Lands' End dresses up its European web strategy

Lands' End launches an e-commerce site on a vendor-hosted platform, a new technology strategy it may rely on increasingly in Europe.

Paul Demery

Managing Editor, B2B E-commerce

Lead Photo

Long a well-known brand of apparel, home furnishings, luggage and other items in the U.S., Lands' End is out to build its name recognition in Europe with a new e-commerce strategy, chief information officer Steve Chetney says.

"Our overall business goal is to create a consistent, updated e-commerce platform across the European countries we have business operations in, as well as have a model in place for future brand expansion," he says.

Lands' End, the marquee apparel brand of Sears Holdings Corp., began selling online in Sweden last year on an e-commerce platform from Demandware Corp. The new site,, debuted last October after a three-month implementation period, Chetney says.

The launch of the Swedish site marked the first appearance of Lands' End on a vendor-hosted, software-as-a-service platform, which so far has proven to provide the level of functionality and performance consistency that Lands' End wants to duplicate as it relaunches existing e-commerce sites that serve Austria, Germany, France and the United Kingdom, Chetney says. Those other sites are operated by Lands' End on its own servers, using software it licenses.

The SaaS or cloud model—terms used to describe how a vendor provides software technology to a client through the Internet—will let Lands' End operate with a single technology platform across its multiple European sites, Chetney says. This will enable the retailer to more easily integrate each site with product and marketing information in a central office network, which will ease technology maintenance and facilitate consistent brand marketing across Europe, he adds.


Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!




Relevant Commentary


Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...


Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of that will let customers and Quill ...