Lands End Pop Up

Lands’ End opens pop-up shop in Toronto

Having recently launched e-commerce for Canadians, Lands' End looks to build buzz

Lands’ End is aiming to make swimsuit buying a bit easier with a six-city, pop-up shop tour.

The Getaway Tour, which lands in Toronto’s Dundas Square on Tuesday, features a beach house where customers can receive complimentary swimsuit fittings and style advice, as well as the ability to buy swimsuits online via iPads. The tour also includes stops in Atlanta, New York City, Boston, Chicago and Madison, Wisc., where Lands’ End is based.

“We want to be known as the headquarters, the absolute resource guide for women looking for a swimsuit,” said Michele Casper, senior director of public relations at Lands’ End. “We wanted to take [our online and catalogue] experience even further, allowing women to try on swimsuits and work with us in a very personal way to find the right size for them.”

Those unable to visit a pop-up store can take part in the campaign online at The site features videos on how to measure oneself for the best swimsuit fit, summer swim trends and style tips. Some of the videos feature an editor from Glamour magazine, which partnered with Lands’ End on the campaign.

The campaign also includes the Lands’ End Getaway Tour Sweepstakes, which gives entrants the chance to win a beach house vacation package. The grand prize includes round trip airfare for four, a one-week beach house rental from Wyndham Vacations Rentals, a Lands’ End swim wardrobe and a summer reading library from Random House Publishing.

Random House is also hosting a book signing at the Toronto event with food memoirist Ruth Reichl, who just published her first novel, Delicious!

“We’ve had our different partners helping us get the word out and driving people to come see us on site at these key locations,” said Casper. “In each city, we’ve targeted high-traffic areas where we feel we’ll have lots of exposure and lots of foot traffic for people to easily find us.”

Casper added that it’s been fun talking to current Lands’ End customers about swimsuits. “But we also have the amazing opportunity to meet women who have never heard of Lands’ End and the opportunity to gain new customers into the brand.”

Strategic Objectives is handling public relations for the Toronto event.

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