Build a quality company.
Lands' End had a humble beginning back in 1963, starting in a basement along the river in Chicago's old tannery district. "We were all sailors at that time, and our business was selling (and sometimes making) racing sailboat hardware and equipment. The stuff we sold had to perform - our customers lives might depend on it - so we made sure our products were the very best," said Gary Comer, our founder. And he served each customer patiently, one at a time - which was easy to do back then, since he knew most of them by name anyway. People liked the way we did business and told their friends about us. We prospered and grew, getting out of sailboat hardware and into casual clothing. When we learned enough about the business to spread our wings, we moved the company to the little town of Dodgeville in rural Wisconsin. The main reason we are here is that our founder fell in love with the gently rolling hills, woods and cornfields, and being able to see the changing seasons.

Believe in what you sell and in what you do.
Our basic premise is little different today than when we started: sell only things we believe in, ship every order as soon as we can, unconditionally guarantee everything. Each day, we challenge ourselves to generate new ideas, new ways of thinking and better ways of doing things. Our challenge is to set the benchmark, leapfrogging the competition. Our past record shows considerable success in our approach. We've been a pioneer in many areas of direct marketing - the toll-free number, our 24-hour service, even the Internet. The entrepreneurial spirit of our founder continues to resonate throughout our company and the future is sure to hold more.

Do what's best for the customer.
Though we now embrace the most modern operating technologies and our channels of distribution have expanded, we've never forgotten how we got started, and our beliefs have never changed as we've grown. Our commitment remains on the customer and we continue to go to great lengths to ensure our service is nothing less than the best in the industry.