New Lands’ End CEO Could Help Reinvent Brand, Says Retail Analyst

Federica Marchionni Was Previously Head Of Dolce & Gabbana USA

Nicholas Eckhart (CC-BY)

The new CEO of Lands’ End is expected to breathe new life into the brand, according to retail industry analyst Jerry O’Brien of the University of Wisconsin-Madison.

Federica Marchionni comes to Dodgeville from clothing designer Dolce & Gabbana. O’Brien said that’s the kind of background that could help Land’s End reinvent itself after being spun off from Sears last year.

“It looks like she’s very talented at brand development, which is probably something Lands’ End needs. It’s quite an iconic brand that I think Americans trust, but it needs some reinvigoration,” said O’Brien.

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Marchionni takes over on the Feb. 17. Outgoing CEO Edgar Huber will stay on a little longer to help with the transition.

Correction: The original version of this story gave the name of the company in question as Land’s End. Its name is actually Lands’ End.