Lands' End began to phase out the sailing equipment aspect of its operations, but retained the rugged, reliable, and traditional nature of the business. Lands' End operations moves from its Chicago base to Dodgeville, a small rural town in Southwestern Wisconsin. Comer chose this location because he had some land in the area and spent quite a bit of time here. Based on his love of the land and the people, he decided to move his business to Dodgeville. By mid 1978 Lands’ End introduced one of the first toll-free 800-numbers.