Sears, which had done little to call attention to its Lands' End offerings at retail since it acquired the brand in 2002, is creating stores-within-stores to showcase the casual apparel line. Until
recently, Lands' End crewneck golf shirts, coats and cashmere sweaters were scattered about Sears's apparel section according to season, style or category, making them hard to find.
Lands'
End has hired and trained the salespeople working within the 10,000-square-foot outposts to know the nuances of its apparel, such as how to clean its cashmere sweaters. The Lands' End stores also
offer lounge areas and Internet kiosks to allow shoppers to order apparel that isn't stocked in the store. Sears opened its first test store within a store in White Plains, N.Y., in September 2005;
its 100th location will open Nov. 1. "We're still considering this a test," says Lands' End spokeswoman Michele Casper.
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