Sears has opened its first Colorado Lands’ End shops inside its stores at Southwest Plaza in Jefferson County and at Westminster Mall.
The “store-within-a-store” concept puts Lands’ End merchandise into 10,000-square-foot spaces, set off by a navy-blue and white motif. Each store has a computer kiosk and direct phone line where customers can order Lands’ End products online or from catalogs.
Lands’ End started out selling sailing clothing and gear in 1963, and the brand retains an upper-end casual fee. Sears began stocking Lands’ End merchandise after it acquired the company in 2002.
Lands’ End gives Sears “a powerful name brand with clothes that are aligned with baby boomers,” said Jon Schallert, a Longmont- based retail consultant.
Schallert questioned the impact the move will have on Sears.
“Is this really going to change the consumer’s perception of Sears? No. They’re not going to think of it as the trendy place.”
Kelly Yamanouchi: 303-954-1488 or kyamanouchi@denverpost.com
