The apparel brand has made its first appearance on the QVC television channel following a successful test on the video commerce retailer’s online channel.
The on-air debut of Lands’ End featured women’s swimwear – inclusive of sizes 2 through 32 and spanning petite, regular, and tall. The brand went live on QVC on Friday, April 15 at 10am, and also made an appearance in the evening along with several other brands.
In addition to QVC, Lands’ End is expanding its partnership with Kohl’s. The brand, whose net revenue increased 14.7 per cent to $1.64bn in 2021, has a presence in some 300 Kohl’s stores, with its full assortment available on Kohls.com. In 2022, it plans to expand its assortment to an additional 500 Kohl’s stores, CEO James Griffith said on the company’s fourth-quarter earnings calls.
Lands’ End, which also sells merchandise on Amazon, is reported to be working on a deal with Target, according to Women’s Wear Daily.
“We’ve found our third-party platforms and collaborations are an effective way for Lands’ End to build relationships with existing brand fans and connect with new customers, reaching shoppers in channels they might be frequenting,” said Angie Rieger, Senior VP, International and Wholesale at Lands’ End. “It’s this customer excitement that has driven our unique, third-party approach to shopping Lands’ End and we see it as a clear differentiator for the brand.”
