New York – The Lord & Taylor brand is getting a makeover and will debut as a direct-to-consumer store with clothing and home goods the following month.
The Lord & Taylor trademarks, brand assets, and proprietary designs are currently owned by Regal Brands Global, who purchased the company’s intellectual property earlier this year. Now operational is the DTC placeholder website. Visitors are encouraged to sign up for a subscription in order to receive updates on the relaunch and future collections, even though it is not currently selling any merchandise.
According to Sina Yenel, Lord & Taylor’s chief strategy and brand officer, “we are aiming for a mid-December soft launch, with an aggressive focus on expanding our offerings in 2025 with new vendors and products.”
Shoes, accessories, handbags, and clothing in all sizes and genders will be the main items in the first collection. Following the soft launch, home textiles will be added to the website, followed by furniture and décor. Additionally, the business intends to launch unique drinks and delicacies.
“There will be a substantial section on home textiles on the website,” Yenel stated. “If our strategy allows, we intend to add a few European brands to the website.”
Potential suppliers of linens, towels, and curtains are being negotiated with by Lord & Taylor. In addition, cushions, throws, quilts, tablecloths, and kitchen textiles will be part of the entire soft home collection. According to him, Regal Brands is still taking applications from possible licensees in every category of home textiles.
He went on to say, “We are also in talks with possible home textile licensees to introduce the brand to physical stores.”
In 1826, the first Lord & Taylor department store was established. It struggled to compete with the abundance of big box, off-mall, and specialized retailers that grew in the 1980s and 1990s, just like many traditional enterprises in the channel. In 2019, its flagship store in New York shuttered, and in 2020, its remaining locations closed. In early 2021, Saadia Group, the previous owner of Lord & Taylor, revived the brand online.
According to Yenel, Regal Brands is reintroducing the Lord & Taylor emblem and establishing the company as a provider of timeless elegance.
“We are committed to regaining Lord & Taylor’s stellar reputation for quality and customer service,” he continued.
