Lord & Taylor, America’s Oldest Department Store, is Making a

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Retailers who have failed recently or are currently failing are making moves that can, at least in part, be attributed to the 2024 presidential election results. While none of them would ever admit it, there is a conspicuous shift in confidence that coincides with the return of President Donald J. Trump.

Lord & Taylor, an iconic name in American retail with a history stretching back to 1826, is staging a revival after years of financial difficulties, further intensified by the global health crisis. The department store chain, which had shut down its physical locations in 2021 and saw an unsuccessful attempt at an e-commerce reboot, is now under the stewardship of Regal Brands Global.

The new owners aim to blend the nostalgia of Lord & Taylor with a modern retail approach. They plan to bring back the brand’s iconic sweeping cursive logo, which was replaced with a more generic version in 2022, viewing this move as a restoration of the brand’s heritage.

Sina Yenel, the chief strategy officer at Regal Brands Global, emphasized the betrayal felt by many when the classic logo was dropped, stating, “This is a brand that’s been out here for 198 years. Lord & Taylor has such a huge profile, among different generations and different cultures.”

The new strategy includes an e-commerce platform relaunch in 2025, focusing on sophisticated home goods, dresses, and footwear. Lord & Taylor intends to maintain its reputation for quality and style without veering into the extremes of ultra-luxury or fast fashion. The brand’s website now highlights its commitment to innovation and meeting the evolving needs of its customers, offering licensed products not only online but also through select global retailers.

While there are no immediate plans for physical stores, Regal Brands has expressed intentions to explore physical retail spaces in the future, potentially through pop-ups or shop-in-shop concepts. This approach aims to bring back the fun and entertainment that traditional retail once offered.

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The revival of Lord & Taylor is not just about reclaiming lost ground but about positioning the brand as a purveyor of lasting fashion. The company’s journey from its inception on Catherine Street in Manhattan to becoming a byword for elegance and style in America is set to continue under this new vision.

Article generated from corporate media reports.

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