Lands' End gets sporty

Lands' End is getting sporty in its quest to update offerings with a new line of athletic wear launching Wednesday.

"Offering products for land or sea is deeply rooted in the DNA of Lands' End," President and CEO Federica Marchionni told Women's Wear Daily. "Our founder, Gary Comer, was passionate about sailing and the sporting life. I am building upon his vision, taking activewear and athleisure from land to sea by introducing the new Lands' End Sport collection featuring new product innovations that will enable our customers to stay healthy and active."

The Lands' End Sport collection includes beach and surf wear for men and women, including neoprene gear, board shorts and wetsuits.

"Swimwear is one of our biggest pillars," Marchionni said, "so we looked at how we could update it. Surf will be the first lines we're pushing and then we'll add other products throughout the summer."

There's an athleisure line of apparel and accessories, and a performance collection suitable for running and yoga.

Many of the pieces bear the Lands' End logo or graphics that speak to the brand's history.

This isn't the first new merchandising initiative for Lands' End this year. In April it launched Canvas, a collection and membership program aimed at younger shoppers. There are also plans for a new menswear line and gift assortment for the holidays.

While Marchionni is focused on growing the brand via digital means outside the United States, stores are a priority at home with new flagships, a series of pop-up shops and possibly an expansion of its home goods department.

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