Lands’ End partners with QVC to sell swimwear


Diving Brief:

  • Lands’ End has teamed up with QVC to launch a line of women’s swimwear, according to a press release. The two unveiled the collection on April 15 via the QVC television channel and on its digital platforms.
  • The collection includes swimsuits in sizes 2 to 32 for small, regular and large customers. The brand will also sell the collection on QVC’s website, according to the announcement.
  • For Lands’ End, swimwear is one of the brand’s most successful categories. Lands’ End is one of the most requested brands by QVC viewers, according to the press release.

Overview of the dive:

Lands’ End and QVC’s swimwear collaboration follows an e-commerce relationship that began in late 2021, according to the companies.

“We’ve found that our third-party platforms and collaborations are an effective way for Lands’ End to build relationships with existing brand fans and connect with new customers, reaching shoppers on the channels they might frequent. “, Angie Rieger, senior vice president of international and wholesale at Lands’ End, said in a statement. “It is this customer enthusiasm that has driven our unique, third-party approach to shopping at Lands’ End and we see it as a clear differentiator for the brand.”

Last year, the company debuted its third-party market Lands’ Endwhich brought 24 new sellers to the platform during beta testing and was seen as a growth tactic for the company.

Lands’ End recently overhauled its brick-and-mortar strategy and focused on e-commerce. In 2019, the brand announced it had pulled its clothes from 125 Sears stores as part of its final steps away from the department store.

Although Lands’ End and QVC are selling swimwear with summer just around the corner, other brands have also entered the swimwear market. Last year, DTC lingerie brands Cup and MeUndies each featured swimwear collections, both under $100. Earlier this month, Fabletics appealed to actress Vanessa Hudgens to present a capsule collection of swimwear, marking the brand’s entry into the swimwear category.

Along with DTC brands featuring swimwear, even Victoria’s Secret is getting in on the action.

Last month, the company acquired a minority stake in Frankies Bikinis, a beachwear company based in Venice, Calif., for $18 million. In 2016, veteran underwear brand cut swimsuits of its product assortment, and initially defended the decision to end the category – even as it experienced a drop in sales. Victoria’s Secret swimwear reintroduced as a category in 2019.

During the pandemic, QVC and HSN, both subsidiaries of Qurate Retail, had to adjust their broadcasts to ensure the safety and security of employees. reach customers who were shopping live while sheltering in place. By the time the coronavirus pandemic disrupted retail in 2020, QVC and HSN had established a presence on Roku and Amazon Fire TV. The company had planned to tailor its product offerings to work-from-home customers for the foreseeable future.

As a pandemic continued in 2021, Qurate Retail chose David Rawlinson II as new CEOreplacing retired former CEO Mike George.


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