Through the years...

Explore Lands’ End through the years with this very special photo gallery to show our story from 1963 through to the early noughties…

1963… A young advertising copywriter named Gary Comer, who had long pursued a love of sailing in his spare time, decided to pursue his long-standing dream of opening his own business. Comer quit his job of ten years, and started a company that sold marine hardware, as well as sails, and in due course, Comer took over the job of selling such equipment through a mail order catalogue, serviced from the basement of a building along the Chicago River in the city’s old tannery district.

1964… Comer produced Lands’ End’s first catalogue, called The Lands’ End Yachtsman’s Equipment Guide. This catalogue became the most important single reference catalogue available in its time to naval architects, boat builders and sailboat owners.

1973… After entering the computer age in 1970 (with both inventory and sales operations), Lands' End tries its hand at creating something other than sailing equipment: they begin in-house manufacturing of duffel bags.

1974… Lands' End develops and markets its own brand of rain suit, a two-piece outfit worn by sailors in foul weather.

1975… Lands’ End produces its first all-colour catalogue, featuring 30 pages of sailing equipment and two full pages of clothing.

1976… A shift in focus takes place from sailing equipment, to clothing and canvas luggage. Non-nautical products now took up eight pages, including products such as a men's chamois-cloth shirt.

1977… In the spring, Lands’ End issues its first real clothing catalogue, with 13 of 40 pages dedicated to non-nautical goods - including soft luggage, called Square Rigger.

1978… Lands' End began to phase out the sailing equipment aspect of its operations, but retained the rugged, reliable, and traditional nature of the business. Lands' End operations moves from its Chicago base to Dodgeville, a small rural town in Southwestern Wisconsin. Comer chose this location because he had some land in the area and spent quite a bit of time here. Based on his love of the land and the people, he decided to move his business to Dodgeville.

1980… Lands’ End makes the move to its new home on “Lands’ End Lane.” The catalogue business continued to grow by leaps and bounds, and the phone centre was now answering calls 24 hours a day. In order to take on more control of the quality of the clothes it sold, Lands’ End began to hire employees who specialized in fabric and the manufacturing of clothing. In addition to its new facilities in Dodgeville, Lands’ End opened its first Outlet Store, located on Elston Avenue in Chicago – just one block from its original location.

1983… Lands' End moved into its new 126,000-square-foot warehouse and began unloading 8,000 boxes of products so the company’s new automated sorting system could be made operational. Mail order shopping was sweeping the nation and Lands’ End was taking off. To meet Americans’ growing demand for luxury brands, Lands’ End introduced a line of clothing called Charter Club, featuring styles made from Italian silks and other fine fabrics.

1984… Lands’ end becomes a registered U.S. trademark. Due to demand for goods, catalogues were now sent out on a monthly basis, versus a seasonal basis. In addition, Gary wrote a piece for the summer catalogue that he called, “The 8 Principles of Doing Business.” These principles focused on product quality, customer service and the way we treat people – our customer, employees and vendors.

1987… Lands’ End airs its first TV commercial during a rugby match on ESPN. Automated hemming operation handles up to 6,000 pants a day! Lands’ End stock goes on the “big board” – The New York Stock Exchange.

1989… Gary Comer dedicates an 80,000 square foot activity centre to the employees. Comer personally donated $8 million to pay for the construction of the facility.

1991… Lands’ End sends its first catalogue to prospective customers in the United Kingdom. Employment is up to 6,000 people during peak season.

1993… Two new catalogues are launched: Textures, a collection of women’s tailored clothing and Corporate Sales, a new business-to-business catalogue. First phone and distribution centre are opened outside of the U.S. – in Oakham, England.

1994… Japan business is launched with the first mailing of our catalogue written in Japanese and denominated in yen. First Lands’ End Inlet opens in Richfield, Minnesota. Distribution centre opens in Reedsburg, Wisconsin.

1995… Landsend.com 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.

1996… Germany business is launched in Mettlach, Germany. All product is shipped from the distribution centre in Oakham, England.

1998… 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.

2002… Lands’ End joins the Sears family. Maternity wear is added to the Lands’ End collection. Product rolls out in more than 180 Sears full-line stores.

2003… Lands’ End is successfully rolled out to all 870 Sears stores. The company celebrates its 40-year anniversary.

2004… Lands’ End gift card is successfully launched. Employees beat Guinness World Record with 2,773 people pillow fighting for the charity Sweet Dreams. Lands’ End opens an on-site clinic for employees.

2005… Employees, along with a company match, raise $70,610 for Hurricane Katrina victims. Sears and Kmart merger is complete. Lands’ End Germany is voted one of the best places to work in Europe.

2006… Lands’ End expands into an additional 75 Lands’ End Shops at Sears.

2007… Lands’ End Shops at Sears celebrates 200 stores. A new intimates collection is launched.

2008… Lands’ End is recognized as a top performing e-commerce company by the E-Tailing Group and ranks #9 on Business Week’s list of “Customer Service Champs.” Employees take part in a company-wide volunteerism project, along with Habitat for Humanity, to build a home for a local family. ABC’s Extreme Home Makeover highlights the building of a home in Richland Centre, Wisconsin and includes home product donated by Lands’ End.

2013… Lands’ End celebrates turning 50!