Lands’ End Makes Environmental Push

Lands’ End is reexamining its catalogue distribution and planning to increase its use of environmentally friendly textiles, as part of a renewed sustainability drive called “Lands’ Friendly.” “Our goal is to create the right balance between serving our customers successfully with our printed catalogues, while reducing our carbon footprint,” said Federica Marchionni, chief executive officer of Lands’ End. “The brand will also explore additional digital tools across platforms to supplement content and address the changing shopping habits of customers.” Marchionni said Lands’ End is surveying customers to evaluate a more targeted approach to mailing catalogues. She also said the company is doubling up on its tree-planting program which is in partnership with the National Forest Foundation, the official nonprofit partner of the U.S. Forest Service. Since 2012, Lands’ End has planted more than 500,000 trees, and the goal now is to reach one million trees. In addition, Lands’ End will become a partner in the bluesign system, which focuses on consumer safety and reducing the use of harmful substances, and is launching the #IAmLandsFriendly program on the company’s Twitter and Instagram platforms, to encourage sustainability efforts such as planting and recycling. The company’s late founder, Gary Comer, was an active environmentalist.

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