Lands’ End promotes Kym Maas to president, chief creative officer

Lands’ End has promoted Kym Maas to the role of president and chief creative officer, effective immediately.

In this expanded role, Maas will lead the American heritage brand’s U.S. consumer, design, merchandising, marketing, and creative – uniting the functions to create a collected customer experience.

With the addition of U.S. consumer under Maas’ remit, the Wisconsin-based company said it is looking “forward to the impact of her customer-first approach, creating a seamless and personalized journey across every touchpoint,” according to a statement.

“I’m honored to step into this expanded role and bring together our consumer, design, merchandising, marketing and creative teams to deliver a unified experience,”said Maas, whose career has spanned stints at American Eagle Outfitters and Abercrombie & Fitch.

“At Lands’ End, we’re focused on creating solutions – designing products that make life easier and more comfortable for our customers. By integrating these functions, we can deliver a more seamless, personalized journey across every touchpoint and innovate with even greater intention. I’m excited to build on this momentum and continue driving meaningful growth for the brand.”
 
Earlier this month, Lands’ End announced a new partnership with Lulu Guinness, for a collaboration to create a collection of “quality, comfort and playful design.”