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Lands' End Partners with Breast Cancer Expert to Offer More Swimsuit Choices for Breast Cancer Survivors

Author and Founder of Beyond the Boobie Trap, Genae Girard, Partners with Lands' End
to Identify More Swimsuit Choices for Breast Cancer Survivors

DODGEVILLE, Wis. (April 13, 2011) – When  it  comes  to  swimsuits,  it  goes  without  saying  that   one  size  or  style  does  not  fit  all.    According  to  Author  and  Founder  of   www.beyondtheboobietrap.com,  Genae  Girard,  this  statement  could  not  ring  more  true  for   women  that  are  breast  cancer  survivors.    Girard  partnered  with  Lands'  End  to  help  identify   the  best  selection  of  high-­‐quality,  flattering  swimsuits  that  would  suit  the  various  post  breast   cancer  experiences  of  women.    Girard  reviewed  hundreds  of  Lands'  End  swimsuit  options  and   selected  more  than  50  swimsuit  styles  that  would  meet  the  needs  of  breast  cancer  survivors   in  three  categories:  suits  with  prosthesis  pocket,  suits  without  prosthesis  pockets  and   comfortable  swimsuit  bottoms.

"As  a  Lands'  End  customer  and  breast  cancer  survivor,  I  knew  Lands'  End  had  so  many   beautiful  swimsuit  options  outside  of  the  mastectomy  collection  that  would  suit  the  needs  of   post-­‐reconstruction  breast  cancer  survivors  like  myself,"  said  Girard.    "I  am  proud  to  partner   with  the  swim  design  team  to  help  identify  even  more  stylish  swimsuit  options  from  Lands'   End's  regular  swimsuit  collection  for  women  that  have  had  different  types  of  reconstruction."

2012  Lands'  End  Mastectomy  Swimwear  Collection

Listening  to  and  working  with  mastectomy  swimwear  customers  has  always  been  an   important  part  of  the  design  process  at  Lands'  End.    As  a  result,  this  swim  season,  women   shopping  for  swimsuits  in  the  Mastectomy  Collection  at  Lands'  End  will  have  more  choices   than  ever  before.

"At  Lands'  End,  our  goal  is  to  offer  beautiful  swimwear  designed  to  help  women  feel   feminine  and  confident  while  participating  in  all  of  summer's  favorite  water  activities,"  said   Erin  McCormick,  swimwear  merchandise  manager,  Lands'  End.  "To  do  this,  we  listen  to  our   customers  –  especially  breast  cancer  survivors  –  to  design  and  offer  the  most  flattering  and   comfortable  swimsuits  to  fit  their  swim  needs."

Lands'  End  Mastectomy  swim  categories  include:

• Prosthesis  Pocket  Swimsuits  -­‐  All  suits  are  designed  with  a  soft-­‐cup  bra  constructed  for   additional  support;  bra  and  liner  hold  the  prosthesis  in  place  with  durable  elastic.  This   design  allows  a  full  range  of  motion,  maximum  comfort  and  ultimate  confidence.  Each   mastectomy  swimsuit  can  hold  one  or  two  breast  prostheses.

• Non-­‐Prosthesis  Pocket  Swimsuits  –  Genae  Girard  took  many  breast  cancer  and  post-­‐ reconstruction  experiences  into  consideration  when  selecting  swimwear  appropriate  for   this  category.    While  women  that  are  post-­‐reconstruction  may  not  warrant  a  traditional   mastectomy  swimsuit  outfitted  for  prosthetics,  breast  cancer  treatment  and  scar   sensitivity  and  visibility  are  important  factors.

• Comfortable  Swimsuit  Bottoms  –  For  women  that  have  had  surgical  procedures  and   need  more  supportive  and  comfortable  bottoms  that  smooth  the  stomach.  Lands'  End   offers  swimwear  suitable  for  breast  cancer  survivors  that  simply  provides  coverage  and   comfort.

Lands'  End  also  offers  an  800  phone  line  (at  1-­‐800-­‐675-­‐4853)  to  help  with  more   detailed  swim  fit  questions;  with  dedicated  Swim  Fit  Experts  that  have  been  trained  to   address  the  specific  swimwear  needs  of  breast  cancer  survivors.

About Lands' End

Lands'  End®  is  a  classic  American  lifestyle  brand  with  a  passion  for  quality,  legendary  service,  real   value  and  a  simple  two-­‐word  promise  to  stand  behind  everything  it  sells:  Guaranteed.  Period.®  Lands'   End  delivers  timeless  style  for  Men,  Women,  Kids  and  the  Home  at  landsend.com,  1-­‐800-­‐800-­‐5800,   the  Lands'  End  Shops  at  Sears  and  around  the  world.  Lands'  End  is  a  proud  member  of  Sears  Holdings   Corporation  (NASDAQ:  SHLD).

About  Genae  Girard

In  April  of  2010,  Genae  Girard  launched  her  website  www.BeyondtheBoobieTrap.com.  The  site   delivers  several  tiers  of  education  and  coaching  for  women  to  move  forward  after  breast  cancer.  She   has  thousands  of  breast  cancer  followers  all  over  the  country  and  internationally.  She  is  the  author  of   the  breast  cancer  book,  "Off  the  Rack"  and  acts  as  a  coach  providing  information  she  has   accumulated  for  women  to  jump  start  their  way  out  of  treatment  and  into  a  better  way  of  living.

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