Get ready for the next reboot of Lord & Taylor.
Earlier this year, Regal Brands Global acquired the iconic department store company’s intellectual property, including its trademarks, brand assets and proprietary designs. The company plans to debut a revamped website for Lord & Taylor early next year, reported WWD, with a soft launch possible later this month.
The site initially will feature a luxury category for designer and luxury brands, a Lord & Taylor heritage section, a dedicated dress section, and a Gen Z “focused-store” featuring edgier styles in an affordable price range for the targeted demographic, the report said.
Sina Yenel, the chief brand strategy officer of Retail Brands, told WWD that the company plans to basically split the IP into two different focus points, with one being the retail part of the IP and the other the product part. For the retail component, Retail Brands hired 70 professionals to support the brand, including building the website.
“Our main focus is to launch the website with very well-known brand names, and to position the Lord & Taylor heritage products next to these brands,” Yenel said.
To read the complete WWD story, click here.
About Lord & Taylor
After years of struggling, Lord & Taylor declared bankruptcy in August 2020 and eventually liquidated all its stores. The Saadia Group bought the company’s intellectual property and e-commerce assets from its then-owner, Le Tote Inc., in a bankruptcy auction in October 2020 for $12 million.
Saadia relaunched Lord& Taylor as an online-only retailer in April 2021, but Saadia eventually was caught up in legal difficulties. It closed down earlier this year.