EvaLongoria
ECOMMERCE

Sunrise Brands re-launches celeb clothing line

BY Deena M. Amato-McCoy

Thanks to a new partnership, shoppers once again can purchase Eva Longoria-designed apparel.

The Eva Longoria Collection launched Tuesday, March 7, under www.evalongoria.com. The brand, which was originally sold through The Limited, is now part of Sunrise Brands — the apparel manufacturer and distributor that was in the running to acquire the e-commerce business and intellectual property of the bankrupt women's apparel retailer.

The new online store offers exclusive pieces from the lifestyle brand, as well as behind-the-scenes video content of Longoria sharing the inspiration for her collection, and campaign images.

The collection offers a wide range of sizing, and pieces range between $39 and $159.

"Eva continues to impress me with her passion, commitment and dedication to the development of this brand,” said Rachael Barnard, CEO, Sunrise Brands. “As her partner, Sunrise Brands will help her expand her sense of style into other product categories in the near future.”

The brand’s next collection is slated for fall 2017, and it’s currently being showcased at The Sunrise Brands Showroom in NYC, the company said.

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Lowes_virtual_training
TECHNOLOGY

Home improvement chain debuts VR-based ‘how to’ classes

BY Deena M. Amato-McCoy

Lowe’s Cos. is embarking on the next chapter of its virtual reality journey.

Starting Tuesday, March 7, the home improvement chain’s store in Framingham, Massachusetts, debuted its “Holoroom How To,” Lowe’s first-ever virtual reality DIY skills-training clinic. As consumers enter the interactive virtual reality (VR)-based environment, they wear an HTC Vive headset to receive “hands-on” tutorials on basic DIY skills, including supplies and steps, needed to complete a project.

The first module teaches how to tile a shower.

“This allows us to teach our customers in a way that we could have never previously imagined, and give them the confidence they need to undertake a daunting renovation,” according to Lowe’s Innovation Labs.

The chain’s prior virtual reality programs helped customers visualize their kitchen and bath renovations, “but we have found a unique opportunity to use the VR platform for skills training,” according to the chain.

“Our studies show that Holoroom How To actually lifts unskilled DIYers to a memory performance level comparable to that of experienced DIYers,” Lowe’s said. “This allows us to teach our customers in a way that we could have never previously imagined, and give them the confidence they need to undertake a daunting renovation.”

Two stores in Canada will be next to feature the VR-based classes.

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JeromeGriffith_LandsEnd_Ceo
C-SUITE

Veteran retailer takes control at Land’s End

BY Marianne Wilson

Lands’ End has a new person at the top.

Jerome Griffith has officially taken the reins as CEO of the company, and also joined the board of directors. He succeeds Joseph Boitano and James Gooch, who have served as co-interim CEOs since September 2016, when CEO Federica Marchionni was forced out after less than two years amid an ongoing sales slump.

Griffith brings a wide range of consumer brand experience to the company, most recently serving as president and CEO at Tumi Holdings from April 2009 until its sale in August 2016 to Samsonite International.

He also spent part of his career at apparel and accessory retailers, such as Gap, Inc., Tommy Hilfiger and Esprit Holdings Limited.

From 2002 to 2009, he was employed at Esprit Holdings Limited, a global fashion brand, where he was promoted to COO and appointed to the board in 2004, then promoted to president of Esprit North and South America in 2006. From 1999 to 2002, he worked as an executive VP at Tommy Hilfiger. Prior to that, he served in various positions at J. Peterman Company, and Gap.

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