America’s oldest department store set to reclaim its retail legacy after abruptly shutting down all locations
Lord & Taylor is looking to reclaim its position in retail with a sweeping new strategy that will see it blend nostalgia with modernity.
The iconic department store is launching a rebrand to bring back what was old as new, with plans including to reinstate its iconic cursive logo.
The storied retailer is determined to prove that its timeless style and the enduring legacy for which it became famous, never go out of fashion.
‘The disposal 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’s been out here for 198 years. Lord & Taylor has such a huge profile among different generations and cultures.’
The revival comes under the stewardship of Regal Brands, which acquired Lord & Taylor’s intellectual property earlier this year.
Its previous owner, the Saadia Group, defaulted on $45 million in debt, leading to the brand’s assets being relinquished.
People walk by the former Lord & Taylor’s flagship store on 5th Avenue in Manhattan in 2018
Lord & Taylor began as a Manhattan dry goods store in 1824
Since taking the helm, Regal Brands has now assembled a 75-person team with the ambitious mission of reimagining Lord & Taylor for the modern consumer.
The reboot is not just a return to old glories but a deliberate reinvention that steers clear of fleeting trends.
‘Lord & Taylor should be about fashion that is going to last,’ Yenel stressed.
The retailer’s comeback is focused on offering elevated, timeless fashion – avoiding the extremes of ultra-luxury and fast fashion – and positioning itself as a purveyor of quality and style that endure.
Lord & Taylor’s initial relaunch will prioritize e-commerce, reflecting the shifting consumer landscape.
The soft launch will spotlight home goods, dresses, and footwear – categories aligned with the brand’s reputation for sophistication.
To enhance the online experience, the company is also rolling out customer service based in the U.S. rather than some far flung call center overseas.
But the ambitions don’t end online. Regal Brands hopes to return the brand to physical retail spaces in the future, possibly through pop-ups and shop-in-shops.
As part of rebrand, what’s old is new once again as Lord & Taylor plans to reinstate its iconic cursive logo
People walk by the Lord & Taylor store on Fifth Avenue in 1935
The closure of its iconic company-owned 11-story Fifth Avenue flagship building 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 was a trailblazer in American fashion retail, nurturing design talent and creating cherished memories for generations of shoppers.
It was founded by two English immigrants on the Lower East Side in New York City.
During the U.S. Civil War in the 1860s, it opened a special section offering mourning apparel for widows.
Lord & Taylor opened its flagship store on Manhattan’s Fifth Avenue in 1914, and became known for upscale fashion and its holiday window displays.
Pedestrians walk past a shuttered Lord and Taylor department store following their filing for bankruptcy amid the COVID-19 pandemic in May 2020
By 2020 all locations were liquidated amid the COVID-19 pandemic
However, shifting consumer habits, economic pressures, and ownership missteps led to a steep decline.
The closure of its iconic company-owned 11-story Fifth Avenue flagship building in 2019 marked the beginning of the end, and by 2020 all locations were liquidated amid the COVID-19 pandemic.
Despite such setbacks, Lord & Taylor’s legacy endures, and its revival is fueled by a deep connection with 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.’
