Lands' End is continuing its gradual development on the Old Continent. Already present in England, Germany, Austria and France, the fashion retailer just entered the Swedish market with its Autumn-Winter 2010/2011 collection. In early 2011, it will target the Netherlands and then Denmark towards the end of 2011. Belgium and Luxembourg will complete the list of its target countries in the short-term.

Autumn-Winter 2010/2011 collection

In France, a subsidiary of Sears launched its first catalogue for spring. With 8 issues per year, it has had time to trial the market and to almost double the readership, selling more than 40,000 copies. "In France, we just launched our seventh catalogue. We were able to test different formats and adapt our offer in terms of size and price," said Christian Teutsch, Managing Director for central Europe. The ideal format is larger sized and with some 140 pages.

In parallel, Lands' End, which does not disclose detailed figures on its operations, is expanding its offering. In one and a half month's time, children's fashion will launch on a large scale in Germany and England. This time, 3 to 10 year olds will have a dedicated 80-page catalogue. 'Canvas', the youngest brand, for 30 to 45 year olds, just started-up in those two countries and on the Internet too. "Our target for Canvas, is towards the people that tend to buy online," said the manager. He believes that today orders are mainly done via telephone.


Original by Bruno Joly. Translated by Rosie Hart