Heritage

Timeless Since Day One


The Sixties
1963

Gary Comer‚ avid sailor and former advertising copywriter‚ opens Lands’ End Yacht Stores‚ Inc. in Chicago.

1964

Publishes first catalog‚ The Lands’ End Yachtsman’s Equipment Guide.

1968

Gives customers who place an order the next edition of the Equipment Guide for free versus charging $2.50‚ beginning the company’s practice of surprising and delighting customers.

The Seventies
1970

As an early adopter of technology‚ company begins to keep track of orders and inventory via computers.

1971

Orange-colored rain gear suits designed and tested by racing sailors are described in detail. Explaining how clothing is made continues to this day.

1972

Equipment Guide expands by 50 pages.

1973

Begins manufacturing duffel bags.

1974

Develops and markets own rain suit.

1975

Launches first full-color catalog.

1976

Begins to shift focus to clothing and canvas luggage.

1977

Publishes first real clothing catalog.

1978

Introduces toll-free 800 customer service number and begins migrating operations from Chicago to Dodgeville‚ WI.

1979

Breaks ground for new warehouse and office building.

The Eighties
1980

Moves to new headquarters in Dodgeville‚ WI and holds first of many all-company social gatherings.

1981

Begins national advertising campaign based on delivering quality‚ value and service.

1982

Installs new computerized customer sales/order entry system.

1983

Opens new 126‚000&345;square-foot warehouse as mail order shopping sweeps the nation.

1984

Becomes a registered U.S. trademark; founder Gary Comer publishes "The 8 Principles of Doing Business."

1985

Begins publishing catalogs monthly versus seasonal.

1986

Becomes a publicly traded company.

1987

Airs first TV commercial.

1988

Christmas catalog reaches a record 220 pages. Comer Center‚ an 80‚000 square-foot employee fitness center‚ opens on Dodgeville campus.

The Nineties
1990

Three specialty catalogs launched: Men‚ Kids’ and Home.

1991

Begins international expansion with operations in the United Kingdom.

1992

Included in the book‚ "The 100 Best Companies to Work for in America."

1993

Mails first Business Outfitters catalog.

1994

Launches in Japan.

1995

With Landsend.com‚ company is among first U.S. retailers to launch an e-commerce site.

1996

Launches in Germany.

1997

Mails first Kids’ School Uniform catalog.

1998

Introduces Your Personal Model‚ an online tool that allows customers to build 3-D models of themselves.

1999

Debuts Lands’ End Live online chat.

The Aughts
2000

Listed on Fortune’s "Top 100 Best Companies to Work For" third year in a row.

2001

Introduces Lands’ End Custom‚ an online tool that enables customers to customize pants at home.

2002

Acquired by Sears‚ giving Lands’ End entry into retail marketing channel.

2003

Celebrates 40th anniversary.

2004

Launches Lands’ End gift card.

2005

Launches Lands’ End Shops at Sears.

2006

Lands’ End Shops at Sears reach 100‚ accounting for 1 million+ square feet of retail space.

2007

Introduces expanded 20‚000 square-foot Lands’ End shops in select Sears locations.

2008

Recognized as a top performing e-commerce company by E-Tailing Group and ranked #9 on Business Week’s list of "Customer Service Champs."

2009

Opens operations in Austria and France and launches new brand called Lands’ End Canvas.The first Lands’ End Canvas store opens on State Street in Madison‚ Wisconsin Lands’ End launches its Facebook page and Twitter account.

The Teens
2010

Launches Facebook Shops and digital apps for iPhone and iPad. The company launches Lands’ End Camp.Lands’ End completes its state-of-the-art, BREEAM-certified (LEED equivalent) extension to its distribution center in the United Kingdom.The company becomes the first apparel retailer to launch Lands’ End Live video chat nationwide.

2011

Makes digital catalog available through Google Catalog apps.Lands’ End launches its mobile club that sends text alerts to mobile shoppers. The Lands’ End Facebook page reaches 750‚000 fans.The Lands’ End Canvas Facebook page reaches 100‚000 fans.

2012

Lands’ End reaches nearly 1 million Facebook fans and 1 million Twitter followers. Established the Lands’ End sustainability website and awarded the Wisconsin Green Master company for the 4th year in a row. Opened first retail store within Umeda Hankyu‚ in Tokyo‚ Japan and partnered with House of Fraser in the United Kingdom. Lands’ End placed in the top 10 Customer Choice awards sponsored by the National Retail Federation.

2013

Lands’ End celebrates its 50th year in business. In honor of this milestone the company carves a giant lighthouse logo and maze in cornfield adjacent to its Dodgeville headquarters. Lands’ End partners with the National Forest Foundation to fund the planting of over 385,000 trees in Northern Wisconsin and Michigan's Upper Peninsula. The company introduces enhanced online shopping experience for international customers, converting U.S. prices into more than 60 local currencies around the globe and displaying duty, tax and shipping at checkout. Lands’ End opens first full-price standalone store within a shopping mall in Lombard, Ill., offering women’s apparel in regular and special sizes.

2014

Lands’ End spins off from Sears Holdings to become a publicly traded company on the NASDAQ on April 7 under the ticker symbol “LE”.

Lands’ End celebrates its heritage by launching a lighthouse restoration program in partnership with the U.S. Lighthouse Society to assist in the preservation of our nation’s maritime treasures. Through an initial donation‚ Lands’ End adopts the Block Island Southeast Lighthouse‚ a U.S. National Historic Landmark located on the Mohegan Bluffs at the southeastern corner of Block Island‚ Rhode Island.