Lands' End Dips Its Toe Into the Beauty Pond
Preppy basics? Check. Rugged outwear? You bet. Skin softening lotion? Yep, that too
Sure, they're best known for their "practical" casual clothing (which, it's important to note if you haven't checked it out lately, has gotten increasingly hip over the years) but did you know that they also have pretty great luggage, home furnishings and, now, body care?
Presenting the Coastal Living Body Care Collection -- a compendium of lavender and honey blossom scented body lotion ($16.50), hand cream ($8.50) and body wash ($14.50). (Note: Parts of Wisconsin, while not "nautical" in the way that say, Nantucket or Kennebunkport are, are waterfront towns so the name is not as ironic as it may sound.)
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"We set out to create a skin care collection that refreshes, soothes and nourishes from head to toe," Michele Donnan-Martin, chief merchandising and design officer, says. "One that embodies a fragrance that transports the wearer to a lighthouse by the sea, capturing the essence of our nautical brand heritage.
And, Coastal Living isn't something that the 60 year-old brand arrived at on a whim. "The launch of this exciting new collection comes on the heels of months of research and development," Donnan-Martin explains.
After all, diversifying has clearly helped keep Lands' End relevant in today's fickle marketplace and is what, as part of Sears Holdings Corporation, helps net a whopping $23 billion in annual sales.
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