Lands’ End has named Sarah Sylvester its first chief marketing officer in nearly a decade, effective immediately, according to details shared with sister publication Marketing Dive. Sylvester’s hire builds on the recent joint venture between Lands’ End and brand management firm WHP Global as the apparel retailer continues its turnaround efforts.
Sylvester most recently served as executive vice president of marketing at Victoria’s Secret, where she was responsible for high-impact brand reinvention efforts, and brings over 20 years of experience to Lands’ End. In her new role, the executive will support a strategic focus from the retailer on unlocking new growth opportunities.
The appointment represents a renewed commitment from Lands’ End to brand building and supporting long-term growth, according to press details.
“Lands’ End has an extraordinary legacy built on quality, trust, and customer loyalty,” Sylvester said in a statement. “There is tremendous opportunity to deepen customer connection, expand cultural relevance, and drive modern, data-informed storytelling that honors the brand’s heritage while positioning it powerfully for the future.”
Lands’ End announced plans in January to form a joint venture with WHP Global, with the firm planning to pay $300 million in cash to acquire a 50% controlling stake in the brand. Through the deal, Lands’ End will turn over all intellectual property and related assets, including its licensing business, but will remain in charge of its direct-to-consumer and business-to-business operations.
The appointment of Sylvester and a renewed focus on the brand could help Lands’ End navigate its ongoing turnaround efforts following years of business struggles. The apparel brand reported a net revenue decline of 0.3% year over year in Q3 2025 to $317.5 million, according to an earnings statement. In an announcement around the earnings, Lands’ End CEO Andrew McLean noted the brand’s opportunity to reach a broader consumer base.
“In our consumer business, we are reaching a younger, more diverse customer base and expanding brand relevance through new channels and experiences,” McLean said in a statement. “Overall, we are well positioned to build on this momentum and create lasting value for all stakeholders.”
The company will host a conference call to discuss its fourth quarter and fiscal 2025 earnings on Thursday.
