The 1990′s

You might say that during the 1990s, Lands’ End began to set its sights on business opportunities in new worlds.

In 1991 we sent our first catalog to prospective customers in the United Kingdom. Two years later, we opened our first contact and distribution center outside of the U.S. in Oakham, England. In 1994, we launched our Japan business with the mailing of our first catalog written in Japanese and denominated in yen. We founded our German business in 1996 with another catalog written in native language and currency, and a contact center located in Mettlach, Germany.

Along that same time, Lands’ End began to explore opportunities in a whole new world – the World Wide Web. In July 1995 we launched, becoming one of the first companies in the US with an e-commerce site, offering more than 100 products as well as stories, essays, and travelogues.

Today our U.S. site offers every Lands’ End product from each of our different catalogs, plus an extensive Overstocks section, where excess merchandise can be purchased at steep discounts. Lands’ End Live, an online customer service tool introduced in 1999, offers real-time human assistance by text chat or phone, 24 hours a day, seven days a week.

We offer separate websites for our United Kingdom, Japan, and Germany customers. In addition, through our Business Outfitters division, launched in 1993, we serve the business world with top-quality logo clothing, group apparel, and corporate gift needs.



Lands’ End opens a second luggage sewing facility in Elkader, Iowa. Creative and marketing teams move to Dodgeville and three new specialty catalogs launch – Kids, Home and Men’s.



Lands’ End sends its first catalog to prospective customers in the United Kingdom. Employment is up to 6,000 people during peak season.




A third phone center opens in Reedsburg, Wisconsin. Lands’ End is included in the new edition of “The 100 Best Companies to Work for in America.”




Two new catalogs are launched: Textures, a collection of women’s tailored clothing and Corporate Sales, a new business-to-business catalog. First phone and distribution center are opened outside of the U.S. – in Oakham, England.


Japan business is launched with the first mailing of our catalog written in Japanese and denominated in yen. First Lands’ End Inlet opens in Richfield, Minnesota. Distribution center opens in Reedsburg, Wisconsin.



iframeimage_19951995 makes its debut in July, featuring 100 products. First national multi-media campaign via print, radio and TV began to advertise a single Lands’ End product.




Germany business is launched in Mettlach, Germany. All product is shipped from the distribution center in Oakham, England.




First Lands’ End for School catalog is launched.




Lands’ End is recognized as one of the “100 best companies to work for in America.” The Web site introduces personalized shopping accounts and My Virtual Model, where customers can build a 3-D model of themselves. Over 15 million visits are made to the Lands’ End Web site.

iframeimage_19991999 announces its previous year’s sales grew threefold. Recognized by Fortune as one of the “10 Companies that Get It” for selling clothes on-line.




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