Lord & Taylor relaunching with home categories in the assortment
The Lord & Taylor brand is getting a reboot, launching next month as a DTC featuring apparel and home products.
New York – The Lord & Taylor brand is getting a reboot, launching next month as a DTC featuring apparel and home products.
The company’s intellectual property was acquired earlier this year by Regal Brands Global, which now owns the Lord & Taylor trademarks, brand assets and proprietary designs. The DTC placeholder site is now live. Though it is not yet selling product, visitors are invited to subscribe to a newsletter to stay updated on the re-launch and upcoming collections.
“We are aiming for a mid-December soft launch, with an aggressive focus on expanding our offerings in 2025 with new vendors and products,” said Sina Yenel, chief strategy and brand officer for Lord & Taylor.
The initial assortment will focus on apparel for all sizes and genders, footwear, accessories and handbags. After the soft launch, the site will expand into home textiles, then move into furniture and décor items. The company also plans to introduce specialty foods and beverages.
“The website will feature a significant home textile section,” said Yenel. “We plan to introduce some European brands to the site, if our strategy permits.”
Lord & Taylor is in talks with potential vendors for sheets, towels and curtains. The full soft home assortment will also include pillows, throws, quilts, table linens and kitchen textiles. Regal Brands is still accepting applications from potential licensees for all home textile categories, he said.
“Additionally, we are in discussions with potential home textile licensees to bring the brand to brick-and-mortar stores,” he added.
The original Lord & Taylor department store was founded in 1826. Like many legacy operations in the channel, it found itself struggling to compete against the plethora of off-mall, big box and specialty stores that blossomed in the 80s and 90s. Its New York flagship closed in 2019 and its remaining stores went dark in 2020. Lord & Taylor’s then-owner, Saadia Group, relaunched the brand as a website in early 2021.
Regal Brands is bringing back the iconic Lord & Taylor logo and positioning the brand as one offering classic elegance, said Yenel.
“We are dedicated to restoring Lord & Taylor’s reputation for exceptional customer service and quality,” he added.
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