Big Boston Warm‐up Counts Down to Success

Month‐long endeavor to collect warm coats for the city’s 7,681 homeless people exceeds its goal.

DODGEVILLE, WIS. (Dec. 2, 2009) – This winter, over 7,681 homeless men, women and children in Boston will be warmer thanks to thousands of coats donated by area residents and Lands’ End for the Big Boston Warm‐up. The Massachusetts Coalition for the Homeless and Lands’ End today announced that they successfully exceeded their goal of collecting at least 7,681 gently used coats to warm the hearts of homeless people in Boston. The public is invited to visit www.BIGBOSTONWARMUP.COM for a special “thank you” message.

“With the Big Boston Warm‐up, we have witnessed the power of an entire community coming together to help those in need,” said Nick Coe, president of Lands’ End. “The residents of Boston and the greater Boston area have once again demonstrated their commitment to making a difference. We want to thank everyone who donated a coat. All efforts to bring warmth to others have in turn, warmed our hearts.”

Warming Hearts, One Coat at a Time

On October 29, Lands’ End and the Massachusetts Coalition for the Homeless launched the Big Boston Warm‐up – a community wide initiative to collect at least 7,681 coats for those in need in Boston. All of the donated coats have been given to the Massachusetts Coalition for the Homeless for distribution to homeless people in Boston.

“For more than two decades, the Massachusetts Coalition for the Homeless has worked hard to ensure that everyone in Massachusetts has a place to call home. By providing thousands of warm coats to those in need, it lessens the burden of the added expense of a much‐needed warm coat and sends a positive, caring message to people who are facing a challenging time,” said Robyn Frost, executive director of the Massachusetts Coalition for the Homeless.

Throughout the month of November, the community was invited to donate a gently used coat in a Big Boston Warm‐up collection bin at one of the 17‐area Lands’ End Shops inside Sears as well as a collection bin at Prudential Center. For each coat donated, Lands’ End gave 20% off the purchase of a new Lands’ End coat.

Public Art Installation in Boylston Plaza Marks Coat Collection Progress

A public art installation in Boylston Plaza at Prudential Center featured 768 life‐sized figures, each representing 10 homeless women, men and kids in Boston. The installation was used to mark progress toward the goal of collecting 7,681 coats.

During three special ceremonies, community members helped place hearts on the figures to help tally the number of coats collected. Community members included: Catherine Giles, principal of J.W. Killam Elementary School in Reading, Mass.; Olympic Gymnast Alicia Sacramone; and board members from the Massachusetts Coalition for the Homeless.

Local Effort, National Inspiration

Across the nation, there are more than 3.5 million people counted among the homeless each year. The Big Boston Warm‐up was the inspiration behind the Big Warm‐up – a nationwide effort in November to collect coats at the 252 Lands’ End Shops at Sears and 13 Inlets for homeless people throughout the United States. Coats collected through the Big Warm‐up have been distributed locally in the cities where they were collected in via the National Coalition for the Homeless. Lands’ End collected 33,170 coats through the Big Warmup.

About Lands’ End

Lands’ End® is one of the world’s largest retailers of clothing for the family. In addition, Lands’ End offers an innovative collection of fine quality goods for the home. Lands’ End merchandise can be purchased online at www.landsend.com, by calling 1-800-800-5800, and by visiting the Lands’ End Shop at Sears. Lands’ End is a proud member of Sears Holdings Corporation (NASDAQ: SHLD). And, all high-quality Lands’ End merchandise is Guaranteed. Period.®

• Contact:
• Adam Sodersten
• Lands' End
• 608.935.6395
• adam.sodersten@landsend.com