Contact: Molly Hawkins
Lands’ End


Growing School Uniform Market Demands Best-In-Class Service, Products

Lands’ End School to sell more than 1 million polos, apply more than 1.6 million logos for back-to-school 2012

DODGEVILLE, Wis., Aug. 21, 2012 – As dress codes and school uniforms grow in popularity, so does the need for a reliable source. Lands' End School has risen to the challenge and customers are responding.

According to a National Retail Federation survey, about one in four shoppers will shop for school uniforms this year, up from about one in six in 2011. Lands' End School has earned fans and loyal customers by providing shoppers with high-quality products, exceptional customer service, quick turnaround times and customized online shopping experiences. As a result, the company will sell more than 1 million polos, apply more than 1.6 million logos and outfit more than 1.5 million students this back-to-school season.

“We've seen a 20 percent growth in demand this year, which we attribute to the innovative products and outstanding service we offer parents," said Adam Weil, senior director of Lands' End School. "In addition to new schools, we're seeing a bump in sales from our existing partners. Those schools are spending an average of 11 percent more this year as compared to last year. So, our efforts to build customer loyalty and exceed expectations are paying off.”

Best-in-Class Service: Speedy Turnaround Times, Custom Shopping Experiences

To offer parents convenience and flexibility, Lands' End school uniforms are available year 'round via catalog, phone orders, in store and online at The company has achieved a speedy turnaround time of 7 to 10 days for order processing and logo applications, even during peak times.

“We view our relationship with schools as a partnership. The experience we provide is a stark contrast to the crowded uniform stores, out-of-stock items and lengthy turnaround times that can be frustrating for families trying to enjoy what's left of the summer," continued Weil. "This year, we're creating easier, more personalized shopping with customized websites for nearly 3,000 schools. We've also doubled the number of custom plaids we offer.”

Lands' End School's custom websites feature a school's authorized styles, colors and logo options. The sites store parents' and kids' shopping preferences for easy reordering. In addition, the company recently introduced enhanced shopping tools that give parents the opportunity to shop by grade and gender.

Style Statement: School Uniform Trends

School uniform style has evolved far beyond the basics. This season, Lands' End offers a variety of innovative styles that give kids the look they want and parents the durability they need. Two of the company's best-sellers are its Iron Knee™ Chinos and Performance Polos. The Iron Knee™ Chinos feature a hidden interior knee patch that keeps pants looking newer by adding extra strength to this notoriously vulnerable area. The company's Performance Polos, specifically designed for repeated wear, offer a greater value by resisting shrinkage, fading and pilling wear after wear, wash after wash.

“Our most popular polo colors this year are white and classic navy," Weil explained. "We're also seeing a greater demand for boys' tailored styles, such as blazers and dress pants. For girls, it's all about feminine silhouettes and stylish sweaters.”

Lands' End School makes it easy to fit every student body with sizes from 2T-20 and extended sizes including slim, plus and husky. This year, the company offers tall sizes in its men's and women's adult apparel.

“As the icing on the cake, Lands' End school uniform and dress code apparel is always Guaranteed. Period.®” explained Weil. “If a parent is not satisfied, they can return an item even if it's been worn, washed or embroidered.”

Lands' End School Rewards
Lands' End School also helps Preferred Schools, schools that agree to work with Lands' End as a school uniform provider, raise funds through its School Rewards program. Schools can earn up to 3 percent cash back on the net sales of all uniform purchases. Lands' End School has given more than one million dollars back to schools each year for the last two years. To participate, schools must register to be a Preferred School by calling 1-800-741-6311.

About Lands' End School
Lands' End offers uniforms and school-appropriate clothing in sizes for children and adults, designed to meet dress code requirements. Lands' End School includes gym wear such as tees, shorts, sweatshirts and sweatpants onto which the school's logo can be applied. Lands' End offers its school uniform apparel all year, in sizes including slim, plus, husky and tall. To help schools, the Lands' End School Rewards program gives participating schools a percentage back on the net sales of school uniforms. Lands' End School is available online at and via the Lands' End School catalog. To request a catalog or order by phone, call 1-800-469-2222.

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, 1-800-800-5800, the Lands’ End Shops at Sears and around the world. Lands’ End is a proud member of the Sears Holdings Corporation (NASDAQ: SHLD).