Dive Brief:
- Lands' End has teamed up with QVC to introduce a women's swimwear line, according to a press release. The two unveiled the collection on April 15 via the QVC TV channel and across its digital platforms.
- The collection features swimwear in sizes 2 to 32 for petite, regular and tall customers. The brand will also sell the collection on the QVC website, according to the announcement.
- For Lands' End, swimwear is one of the brand's top-performing categories. Lands' End is one of the most requested brands among QVC viewers, per the press release.
Dive Insight:
The Lands’ End and QVC swimwear collaboration follows an e-commerce relationship that began in late 2021, according to the companies.
"We've found 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 in channels they might be frequenting," Angie Rieger, senior vice president of international and wholesale at Lands' End, said in a statement. "It's this customer excitement that has driven our unique, third-party approach to shopping Lands' End and we see it as a clear differentiator for the brand."
Last year the company debuted its third-party Lands' End Marketplace, which attracted 24 new sellers to the platform during beta testing, and was seen as a growth tactic for the company.
Lands' End recently revised its brick-and-mortar strategy and concentrated on e-commerce. In 2019, the brand announced that it had pulled its clothing from 125 Sears locations as part of its final steps away from the department store.
Though Lands' End and QVC are selling swimwear with summer fast approaching, other brands have also jumped into the swimwear market. Last year, DTC intimates brands Cuup and MeUndies each introduced swimwear collections, both priced under $100. Earlier this month, Fabletics tapped actress Vanessa Hudgens to introduce a capsule swimwear collection, signaling the brand's entry into the swim category.
Besides DTC brands introducing swimwear, even Victoria's Secret is getting in on the action.
Last month, the company acquired a minority stake in Frankies Bikinis, a Venice, California-based beachwear company, for $18 million. In 2016 veteran intimates brand cut swimwear from its product assortment, and initially defended the move to end the category — even as it was experiencing a downturn in sales. Victoria's Secret reintroduced swimwear as a category in 2019.
During the pandemic, QVC and HSN, both subsidiaries of Qurate Retail, had to adjust their broadcasts to keep employees safe and reach customers who were livestream shopping 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 for customers working from home for the foreseeable future.
As a pandemic continued on into 2021, Qurate Retail selected David Rawlinson II to serve as its new CEO, replacing the retired former CEO Mike George.
