Lord & Taylor, America’s oldest department store, is making a comeback

Lord & Taylor, America’s oldest Department store The chain returns with an old logo, new owners and a new vision.

The iconic company, which was founded in 1826 and has a long history in fashion, closed its brick-and-mortar stores in 2021 after years of financial difficulties exacerbated by… The epidemic. The e-commerce restart also failed.

Now, under new owners Regal Brands Global, who have taken over Lord & Taylor’s intellectual property, the store and brand are looking to reclaim their lofty standing in the retail industry with a return online in 2025 and the return of its iconic sweeping cursive logo – which had a Canned under previous ownership.

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“We are thrilled to bring back our beloved logo and are committed to restoring Lord & Taylor’s reputation for exceptional customer service and quality,” Lord & Taylor’s website said. “Our focus will be on introducing new products under the distinctive Lord & Taylor brand.”

Regal Brands Global bought the intellectual property rights to Lord & Taylor after investment firm Saadia Group gave up those rights in February after a court found it had defaulted on more than $45 million in debt.

Regal Brands Global says it wants to revitalize Lord & Taylor’s nostalgia and blend it with modernity so it never goes out of style. Lord & Taylor’s website states that it has been “an icon of elegance and elegance since its inception.”

Sina Yenel, Chief Strategy Officer At Regal Brands Global, he called getting rid of the classic logo in 2022 “the biggest brand betrayal” in an interview with Retail Drive.

“I understand going after younger customers, but this is not a startup,” Yenel told the outlet, referring to the simple Helvetica logo that replaced its old logo. “This is a brand that has been around for 198 years. Lord & Taylor has a great reputation among different generations and different cultures.”

He said the 75-person retail team is working on a marketing strategy that is high-style, without being too luxurious and avoids fast fashion, according to Retail Drive.

The company focuses on a sophisticated range of home goods, dresses and shoes.

“Lord and Taylor must be so About fashion “This will continue,” Yenell said.

Lord & Taylor’s website says the brand will continue to be an innovative retailer, focusing on unique products and new ways to shop.

Its licensed products will be available on its website and at select retailers globally, “alongside exciting new brands.”

“With a rich history dating back to 1826, Lord & Taylor has consistently set the standard for luxury and sophistication in fashion. Our commitment to excellence is reflected in every product we offer, from timeless classics to contemporary designs. As we move forward, we continue to honor the brand’s past with Embracing innovation to meet the evolving needs of our distinguished customers.

There are no immediate plans for physical stores, although Regal has indicated a desire to open stores in the future.

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Its flagship department store was the Lord & Taylor building on Fifth Avenue in New York City, which Amazon bought in 2020 for $978 million. The 11-story building was built in 1914.

In 2020, the store introduced For bankruptcy Along with its owner, Le Tote Inc., the venture-backed fashion rental subscription service, Lord & Taylor temporarily closed its 38 brick-and-mortar locations in March 2020 when the pandemic hit, but has continued to operate through online channels. During the coronavirus pandemic. .

The bankruptcy came less than a year after Le Tote agreed to buy Lord & Taylor from Hudson’s Bay Co., the parent company of Saks Fifth Avenue.

English-born Samuel Lord opened the original store in 1826 on what is now Catherine Street Al-Jisran, Manhattan.