Lands’ End Inc., an early pioneer in both B2B and B2C ecommerce, continues to struggle.

For the fiscal first quarter ended April 28, the apparel retailer posted total net revenue of $309.6 million. That compares with $303.7 million in the first quarter of 2022, a 1.9% gain. Net loss was $1.7 million, which compared with a Q1 2022 net loss of $2.4 million.

Lands’ End ecommerce

Ecommerce, which Lands’ End launched in the late 1990s and far ahead of many other apparel and mass merchandise retailers, also remained flat in the U.S. and declined overseas.

For the quarter, global Lands’ End ecommerce net revenue was $203.1 million. That’s a decrease of 7.3% from $219.1 million in the first quarter of fiscal 2022. Compared to the first quarter of fiscal 2022, U.S. ecommerce net revenue increased 1.6% to $177.7 million from $174.9 million.

Lands’ End U.S. ecommerce accounted for 57.4% of all sales compared with 57.6% in the first quarter of 2022.

Our U.S. ecommerce, which represents our largest go-to market segment, saw a sales increase of 2% from the first quarter of 2022, driven by targeted promotions within swim and adjacent product categories, interim chief financial officer Bernie McCracken told analysts on the Lands’ End Q1 earnings call.

“Our Europe ecommerce business in the quarter was down 29%, reflecting the continued lower levels of consumer demand in Europe,” McCracken said.

Lands’ End B2B sales

Lands’ End does not break out its B2B ecommerce numbers, but overall business-to-business sales in Q1 from its Outfitters unit was $74.0 million. That’s a 37.1% increase from $54.0 million in the first quarter of fiscal 2022.

“We continue to roll out our strategic initiatives and expect that the learnings from each successive quarter will enable further refinement,” said CEO Andrew McLean.

In the wake of weak ecommerce sales growth, Lands’ End is bringing in a new senior executive to change up operations. The company in April hired Stuart Hogue as Lands’ End’s senior vice president of U.S. ecommerce. Most recently, Hogue served as a senior advisor for McKinsey & Co. Prior to that, Hogue worked for 15 years at Nike. Most recently, he was vice president and general manager of Foot Locker, according to his LinkedIn profile.

“Stuart is a digitally savvy leader with more than 20 years of industry experience,” McLean told analysts. “He enjoyed a successful career at Nike and joined us from McKinsey, where he advised clients on digital, omnichannel retail, and marketing transformation initiatives.”

Lands’ End is No. 79 in the Top 1000. The database is Digital Commerce 360’s ranking of the largest North American online retailers by web sales.

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