Lands’ End, a Wisconsin-based clothing and lifestyle retail brand, has launched a Canadian e-commerce site that takes the guesswork out of shipping costs and duty charges for a more seamless online experience.
Though the company wouldn’t disclose what percentage of its business comes from Canada, Carl Atwell, vice-president of international at Lands’ End acknowledged the brand has a “big Canadian business” that has grown organically over the years.
Lands’ End, which is owned by Sears Holding Corporation, saw an opportunity to actively promote the brand and acquire new consumers through a Canada-specific e-commerce site that was tailored to their needs.
“We watch what’s happening in terms of e-commerce up here and we think there’s going to be an explosion,” Atwell told Marketing at a launch event in Toronto Wednesday morning.
“The reason ecommerce has lagged is because it’s been a poor experience for Canadians or in terms of people being able to shop in their own currency or in terms of being able to handle duties and we’ve kind of solved all of those… We feel the time is right,” said Atwell of the new site.
Lands’ End is one of several U.S. brands (Victoria’s Secret, Express, Ann Taylor and Target) to enter the Canadian market over the last few years. Many Canadians are complaining that prices are higher at the Canadian stores than they are in the U.S.
“We know the issue really well… Canadians will be paying the same prices as in the U.S. There is no separate pricing strategy,” said Atwell. Shoppers do need to keep in mind, however, the duty imposed by the Canadian government.
Lands’ End also offers free shipping on purchases over $50, and for the first 60 days of its Canadian launch it’s offering free returns for new customers.
Gary Comer, a copywriter for Young & Rubicam in Chicago and an avid sailboat racer, started Lands’ End 50 years ago as a sailing equipment company that quickly evolved to a burgeoning mail-order business.
Lands’ End is promoting its Canadian debut with digital and print advertising from Toronto-based retail communications company Padulo Integrated. The campaign launches Sept. 28. Strategic Objectives is handling public relations activities around the launch.
Lands’ End launched television and online videos in the U.S. this week under the tagline “Made to Work” to promote its men’s dress shirts. Casper said the effort would eventually launch in Canada.
