Lands' End Opens U.K. Shops-In-Shop

Lands' End (Dodgeville, Wis.) has begun opening shops-in-shop inside the House of Fraser department store chain in the U.K., marking its brick-and-mortar debut overseas.

The company hopes to increase brand awareness and drive new customers to the brand, and is also working on partnerships for Japan, according to Women’s Wear Daily.

The first Lands’ End shop-in-shop opened in the Norwich location of House of Fraser last week. Four other shops will open through September at the British retailer’s Lakeside, Birmingham, Bournemouth and Bristol locations. The shops are between 350 and 600 square feet.