Lands’ End boosts individual Sears store sales 2-4%, Sears says
Less than a year after it began rolling out apparel in its stores from Lands’ End, the catalog and web merchant it acquired for $1.9 billion in cash, Sears, Roebuck and Co. says it’s getting the push it had expected from the popular apparel brand. Not only are apparel sales higher in stores that have carried Lands’ End so far this year, but the brand is also helping to increase sales of Sears’ private-label Covington brand, Sears says. "The integration of Lands` End into Sears has been very successful, and this is only the beginning," said Mindy Meads, executive vice president of apparel.
Sears recently rolled out Lands’ End apparel to all of its full-line stores, after the cataloger’s products in 401 Sears stores this spring boosted sales in those stores 2-4% higher than in stores that weren’t carrying Lands’ End, Meads said. "Sales of Lands` End apparel for men, women and children have been strong in the Sears stores carrying the brand this spring," she said. "Sales of Covington, our new classic brand introduced in September 2002, also increased."
Sears purchased Lands` End in June 2002, then introduced its merchandise in 183 Sears stores in 10 markets last November. The final rollout to all of Sears` 870 full-line stores was completed this month.
Sears also provides a link from Sears.com to LandsEnd.com, but doesn’t offer Lands’ End products directly from Sears.com.
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