Lands’ End has hired Sarah Sylvester as its new chief marketing officer – the first time the brand has appointed a new CMO in almost a decade.
“What really drew me to Lands’ End is the opportunity to build on a brand people already trust and take it somewhere new,” said Sylvester. “Lands’ End has always been rooted in serving the customer first: creating thoughtful solutions that help her feel ready for life’s every journey. I’m excited by the opportunity to build on Lands’ End’s foundation of trust, reliability, and timeless style while also thinking about how we continue to evolve the brand and introduce it to new audiences in fresh, meaningful ways: from what people wear to how they live at home.”
Sylvester comes to Lands’ End from Victoria’s Secret, where she most recently served as EVP of Marketing, leading high-impact brand reinvention efforts.
Her appointment comes after Lands’ End recently formed a joint venture with WHP Global “to unlock the value of Lands’ End’s intellectual property while strengthening the Company’s balance sheet.” The deal brought the company $300 million in cash proceeds to build up the brand. The brand management company is behind recent refreshes from brands including Toys“R”Us, Babies“R”Us, Vera Wang, Rag & Bone, Express and G-Star Raw. Becky Gebhardt was Land End’s last CMO, departing in 2017.
Sylvester has been tasked with refreshing the brand and driving long-term growth.
“My vision is to push the brand forward in ways that feel bold, modern, and unmistakably customer-first,” explained Sylvester. “Lands’ End has always been about designing products with real life in mind: delivering practical, thoughtful solutions that help people feel prepared for wherever the day takes them.”
“Now it’s about showing up in ways that match that spirit: sharper storytelling, more creative energy, and experiences that bring the brand to life in fresh ways. I want Lands’ End to be the brand people instinctively reach for, not just for great apparel, but for the everyday essentials and solutions that make life a little easier,” she continued.
Sylvester said that she would be focusing on evolving the brand while staying true to what makes it special. “That includes elevating how we show up creatively, deepening our connection with customers, and highlighting the versatility of our products in ways that feel inspiring and relevant to everyday life,” she reflected. “You’ll see us leaning into storytelling, partnerships, and new ways of engaging with customers: all while staying grounded in the quality and trust that have defined Lands’ End for decades.”
