America's oldest department store set to reclaim its retail legacy after abruptly shutting down all locations By JAMES GORDON FOR DAILYMAIL.COM Published: 01:56 EST, 14 December 2024 | Updated: 02:02 EST, 14 December 2024 e-mail View comments Lord & Taylor is looking to reclaim its position in retail with a sweeping new strategy that will see it blend nostalgia with modernity. The iconic department store is launching a rebrand to bring back what was old as new, with plans including to reinstate its iconic cursive logo.
The storied retailer is determined to prove that its timeless style and the enduring legacy for which it became famous, never go out of fashion. 'The disposal of the classic logo in 2022 was the biggest betrayal of the brand,' said Sina Yenel, Chief Strategy Officer at Regal Brands Global, in an interview with Retail Dive. 'This is a brand that's been out here for 198 years.
Lord & Taylor has such a huge profile among different generations and cultures.' The revival comes under the stewardship of Regal Brands, which acquired Lord & Taylor's intellectual property earlier this year. Its previous owner, the Saadia Group, defaulted on $45 million in debt, leading to the brand's assets being relinquished.
People walk by the former Lord & Taylor's flagship store on 5th Avenue in Manhattan in 2018 Lord & Taylor began as a Manhattan dry goods store in 1824 Since taking the helm, Regal Brands has now assembled a 75-person team with the ambitious mission of reimagining L.
