Lord & Taylor fans, rejoice—the nearly 200-year-old department store chain is back in the hands of owners who appreciate the history of the brand, not least the original logo which has just been reinstated. “This marks the beginning of an exciting new chapter in our storied history. As we embark on this journey, we want to assure you that we are committed to revitalizing the brand you know and love,” the Lord & Taylor website states. “Our focus will be on introducing new products under the iconic Lord & Taylor signature logo.” Regal Brands Global bought Lord & Taylor from Saadia Group, which made decisions about the store the current owners strongly disagreed with. Here’s what loyal Lord & Taylor shoppers need to know about the big comeback.
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Respecting History
Saadia Group changed the original cursive logo in 2022 to one made with Helvetica font, something Sina Yenel, chief strategy officer at Regal Brands Global, called “the biggest betrayal of the brand,” according to Retail Dive. “I understand going after young customers, but this is not a startup. This is a brand that’s been out here for 198 years. Lord & Taylor has such a huge profile, among different generations and different cultures.”
Online Presence
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Regal Brands is focusing on building Lord & Taylor’s online presence for the time being, but brick-and-mortar locations are being discussed as something possible down the line. “Lord & Taylor always brought the best stories, the best experiences to people,” Yenel says.
Soft Launch
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Vendors are being onboarded for a soft launch that includes clothing, footwear, and home. “There are good things about being small. We can make decisions in an instant and that gives us a lot of flexibility,” Yenel says. “Lord & Taylor should be about fashion that is going to last.” The company will focus on “elevated style, without being super-luxury, and eschewing fast fashion. Contrary to reports published elsewhere, it will not be an off-price business,” according to Retail Dive.
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Pop-Ups
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Lord & Taylor may not return to its 5th Avenue flagship location, but shoppers will still get a chance to experience shopping in person again. “There’s too much capital that’s been put on brick-and-mortar retail. And basically, we’re not trying to reinvent brick-and-mortar,” Yenel says, according to Women’s Wear Daily. “I would rather much work with the current brick-and-mortar players to find other partnerships, and if they’re open to it, do shops-in-shop or strategic pop-ups.”
When Is the Relaunch?
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Yenel estimates the relaunch of Lord& Taylor for 2025, with “luxury category for designer and luxury brands, a Lord & Taylor heritage section, a section dedicated just for dresses, and a Gen Z ‘focused-store’,” he told WWD. Watch this space!
