Land’s End finds a new retail partner: Kohl’s

Months after its relationship with Sears finally ended, Land’s End has entered into a partnership with Kohl’s Cos.

Kohl’s said it will offer Lands’ End’s entire assortment of women’s, men’s, kids, and home merchandise on Kohls.com, beginning in fall 2020. The merchandise will be directly fulfilled and shipped by Lands’ End.

Also starting in the fall, 150 Kohl’s stores will feature Lands’ End merchandise, with a particular focus on seasonal goods. In-store products will rotate seasonally beginning with outerwear in the fall, followed by swimwear in early 2021. Select Kohl’s locations will feature a Lands’ End in-store shop experience with an assortment of products for the entire family all year round. 

Currently, Lands' End merchandise is available on the brand’s own web site and physical stores (26 in all) and on Amazon. Land’s End was purchased by Sears in 2002 and went on to open in-store shops/departments across Sears’ locations. (Sears spun-off Lands’ End as an independent company in 2013.) The last of its leases with Sears expired in January.

News of the deal comes as Kohl’s is looking to revitalize its women’s apparel business, which has been struggling. It also comes after the retailer said that it plans to phase out eight of its women’s brands during 2020. (Kohl’s has not named the brands.)

“The addition of Lands’ End, a market leader in the classic, casual lifestyle, into Kohl’s brand portfolio further strengthens our product leadership and our ability to deliver unmatched national brands to Kohl’s customers,” said Michelle Gass, CEO, Kohl’s. “Lands’ End brings its strong brand recognition, leadership in casual style and fit authority, and gives new and existing customers something to discover at Kohl’s.”

In a statement, Lands’ End CEO Jerome Griffith noted that Kohl’s is a popular shopping option with the brand’s customers.

“We’re thrilled to be partnering with Kohl’s as we work to meet our customers wherever, however, and whenever they want to shop, whether that’s online, at our retail stores or – as is often the case – at Kohl’s,” he said. “We know our customers consistently list Kohl’s as one of their primary shopping destinations, and we place great value in meeting them where they are already shopping.”