Just as we reported last week on retailers breaking up with Amazon.com, Lands’ End flips the script. The Wall Street Journal reported Friday that Lands’ End will make a limited number of items available on Amazon by the end of the month. The omnichannel retailer, known for outdoorsy apparel, will make items available from its sports, footwear and high-end Canvas collections to help extend its online reach. “This provides an additional channel for us to introduce consumers to our new brand and expanded category,” Lands’ End CEO Federica Marchionni told investment analysts last week.
Total Retail's Take: This news doesn't come as a huge surprise, as Lands’ End has been struggling to find new customers as it invests more heavily into its high-end collection, Canvas. Amazon certainly offers more exposure. However, Lands’ End has to be careful to protect its well-established brand with this particular partnership, especially considering Amazon's history of offering cosnumers similar items at a lower cost.