Lord & Taylor wants to regain its position in the retail sector with a radical new strategy that combines nostalgia and modernity.
The iconic department store is launching a rebrand to bring back what was old as new, including plans to restore the iconic italic logo.
The legendary retailer is determined to prove that its timeless style and the lasting legacy for which it became famous will never go out of style.
“The removal of the classic logo in 2022 was the biggest betrayal of the brand,” said Sina Yenel, Chief Strategy Officer at Regal Brands Global, in an interview with Retail dive.
“This is a brand that has been here for 198 years. Lord & Taylor has such a high profile across generations and cultures.”
The revival is being overseen by Regal Brands, which acquired Lord & Taylor’s intellectual property earlier this year.
The previous owner, the Saadia Group, defaulted on a $45 million debt, abandoning the brand’s assets.
People walk past the former Lord & Taylor’s flagship store on 5th Avenue in Manhattan in 2018
Lord & Taylor began in 1824 as a dry goods store in Manhattan
Since taking the helm, Regal Brands has now built a 75-person team with the ambitious mission to reinvent Lord & Taylor for the modern consumer.
The reboot is not just a return to former glory, but a purposeful reinvention that avoids fleeting trends.
“Lord & Taylor should be about fashion that lasts,” Yenel emphasized.
The retailer’s comeback is focused on offering high-quality, timeless fashion – avoiding the extremes of ultra-luxury and fast fashion – and positioning itself as a provider of lasting quality and style.
Lord & Taylor’s initial relaunch will prioritize e-commerce, reflecting the changing consumer landscape.
The soft launch will spotlight homewares, dresses and shoes – categories that align with the brand’s reputation for sophistication.
To improve the online experience, the company is also introducing customer service in the US, rather than in a far-flung call center abroad.
But the ambitions do not end online. Regal Brands hopes to bring the brand back to physical retail spaces in the future, possibly through pop-ups and shop-in-shops.
As part of the rebrand, what’s old is new again as Lord & Taylor plans to restore the iconic italic logo
People walk past the Lord & Taylor store on Fifth Avenue in 1935
The closure of the company’s iconic 11-story flagship building on Fifth Avenue in 2019 marked the beginning of the end
This strategy aims to revive the ‘fun and entertainment’ that traditional retail once offered.
Founded in 1826, Lord & Taylor pioneered American fashion retailing, nurturing design talent and creating cherished memories for generations of shoppers.
It was founded by two English immigrants on New York City’s Lower East Side.
During the American Civil War in the 1860s, it opened a special department of mourning clothes for widows.
Lord & Taylor opened its flagship store on Fifth Avenue in Manhattan in 1914 and became known for its luxury fashion and holiday window displays.
Pedestrians walk past a closed Lord and Taylor department store following their bankruptcy filing during the COVID-19 pandemic in May 2020
By 2020, all locations had been liquidated during the COVID-19 pandemic
However, changing consumer habits, economic pressures and property missteps led to a sharp decline.
The closure of the company’s iconic 11-story Fifth Avenue flagship building in 2019 marked the beginning of the end, and by 2020 all locations had been liquidated during the COVID-19 pandemic.
Despite such setbacks, Lord & Taylor’s legacy endures, and its revival is fueled by a deep connection to its heritage.
Yenel is optimistic about the brand’s new chapter: ‘There are good things about being small. We can make decisions in an instant and that gives us a lot of flexibility.’