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STORE SPACES

First Look: Lands’ End unveils new store concept

BY Marianne Wilson

Lands’ End has taken the wraps off its updated store format.

The apparel retailer opened a 5,000-sq.-ft. store in Kildeer, Ill. It’s the first of four to six locations that Lands’ End plans to open in 2018.

The new store offers a “customer-first” modern shopping experience, with Lands’ End signature colors — true navy and white — providing a classic backdrop. The layout features “rooms” that separate and define clothing categories, making for a more intimate shopping experience in the large space, which includes a comfortable fitting room lounge.

Visual displays feature seasonal, iconic items and also note the product’s history and features. New digital signage showcases multimedia content such as photos, videos and social media.

Other highlights include a dedicated digital shopping lounge with an easy-order touch-screen kiosk where customers can shop Lands’ End’s entire assortment online, including extended sizes and items for kids, the home and pets. The lounge features comfortable chairs, catalogs, a phone connected to the company’s call center, computers, a touch-screen kiosk, plus sales associates to answer questions. The retailer offers free shipping and free returns for all orders placed from the store.

Lands’ End reportedly plans to open between 40 and 60 stores during the next five years. The company, which currently has about 180 locations in Sears stores, started out as a catalog company. It was bought by Sears in 2002, before the department store’s acquisition by Eddie Lampert, and spun off as a separate entity in 2014.

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