Editorial credit: A. Jamal / Shutterstock.com
Executive Summary:
Lord & Taylor, America’s oldest department store, is embarking on a revival under its new owner, Regal Brands Global. The comeback begins with reinstating its iconic cursive logo, reflecting a return to heritage while reimagining its future. The previous Helvetica logo, introduced during a controversial period under Saadia Group, was deemed a “betrayal” of the brand’s legacy by Regal’s Chief Strategy Officer, Sina Yenel.
Regal’s strategy emphasizes:
- Elevated Style: The brand will steer clear of fast fashion and off-price strategies, offering quality and enduring fashion that balances style with accessibility.
- Digital Innovation: Plans include e-commerce enhancements, U.S.-based customer service, and high-touch interactions to compensate for the current lack of physical stores.
- Long-Term Brick-and-Mortar Goals: While storefronts may return in the future, shorter-term ventures like pop-ups and shop-in-shops are being explored.
- Heritage and Modern Appeal: The team is prioritizing storytelling and emotional connection, aiming to capture the multi-generational loyalty the brand once enjoyed.
The ownership transition follows years of turbulence, including bankruptcy, the pandemic, and changes in intellectual property ownership. Regal Brands is positioning Lord & Taylor as both a custodian of its storied past and an agile competitor in modern retail. With a soft launch planned for categories like home, dresses, and footwear, the revitalized Lord & Taylor is poised to redefine itself for a new era.
