• by Sarah Mahoney , Yesterday

Sarah Sylvester, who joins from Victoria's Secret, signals a new beginning under WHP ownership.

Lands' End, which sold a 50% stake to WHP earlier this year, has hired Sarah Sylvester as CMO, the first time it has filled that role in a decade. Sylvester spent almost 20 years at Victoria's Secret and was executive vice president of marketing until earlier this year. The company calls her appointment "a bold step forward in the brand's evolution…underscoring a renewed commitment to brand-building, modern marketing leadership, and long-term growth." It adds that Sylvester's remit is to build momentum and strategic focus.

WHP is a global brand management company with a large portfolio of apparel names, many rescued from dire financial woes, including Anne Klein, Vera Wang, Toys R Us, Guess, and Joseph Abboud. It paid $300 million for its stake, helping Lands' End get out from under heavy debt payments. At the time, the two companies also said the joint-venture structure would speed expansion into new categories and markets, tapping into WHP's reach into more than 80 countries. The deal gives WHP, which has $7 billion in annual sales, controlling ownership and rights to Lands' End intellectual properties.

In Lands' End's most recent quarterly results, announced in December, revenue fell less than 1% to $317.5 million for the third quarter, from $318.6 million during the third quarter of 2024.