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AMERICA’S oldest department store is stepping back into the spotlight years after all its branches closed their doors.
Lord & Taylor, the nearly 200-year-old icon, is trading its past struggles for a promising future with a bold revival plan.
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In a nod to nostalgia, Lord & Taylor has reinstated its iconic sweeping cursive logo, a hallmark of its identity for decades.
Sina Yenel, chief strategy officer at Regal Brands Global, sees this move as more than a branding decision — it’s a bridge to the store’s rich heritage.
“The disposal of the classic logo in 2022 was the biggest betrayal of the brand,” Yenel told 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 different cultures.”
Regal Brands acquired Lord & Taylor’s intellectual property earlier this year after a rocky period for the retailer.
Its prior owner, the Saadia Group, defaulted on $45 million in debt and was forced to relinquish its assets.
Since then, Regal Brands has assembled a 75-person team tasked with reimagining the retailer for modern consumers.
Lord & Taylor’s comeback isn’t about chasing trends.
The brand aims to position itself as a purveyor of elevated fashion—steering clear of both ultra-luxury and fast fashion.
“Lord & Taylor should be about fashion that is going to last,” Yenel emphasized.
The retailer’s initial relaunch will focus on e-commerce, with home goods, dresses, and footwear leading the charge in a soft launch.
But it doesn’t stop there. To enhance the online shopping experience, Lord & Taylor is introducing U.S.-based customer service for a more personalized touch.
In the long term, the company envisions a return to physical retail spaces, possibly through pop-ups and shop-in-shops, aiming to rekindle the “fun and entertainment” that retail often lacks today.
Lord & Taylor’s journey has been anything but smooth.
Founded in 1826, it was once a leader in American fashion retail, fostering design talent and serving generations of shoppers.
But shifting consumer habits, ownership changes, and economic pressures took a heavy toll.
The retailer’s decline began decades ago, with its flagship Fifth Avenue store closing in 2019.
A year later, the brand liquidated its remaining locations, falling victim to the Covid pandemic and financial mismanagement.
Despite these setbacks, Yenel remains optimistic about the road ahead, saying: “There are good things about being small.
“We can make decisions in an instant, and that gives us a lot of flexibility.”
