Lands' End: Classic American Lifestyle Brand Sets the Pattern for Profitable Growth

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With censhare Digital Asset Management (DAM) underpinning its marketing technology stack, leading clothing retailer Lands’ End has a sturdy foundation for strong global expansion

At a Glance

Industry: Retail and Ecommerce

Products: Digital Asset Management, Print Production Management

Business Needs: Replacing an outdated Digital Asset Management (DAM) system to enable Lands’ End to expand its global business and deploy innovative processes to reduce costs, increase scope, streamline print catalog production, support growing ecommerce operations and collaborate in new ways with third parties.


  • 2m+ versions of digital assets managed
  • 700 users globally
  • 20,000 unique printed pages per year
  • 25 TB of data transferred

Lands’ End needed to replace its outdated Digital Asset Management (DAM) system as part of an ambitious digital transformation strategy. Unable to support the expanded range and variety of assets necessary to achieve its global growth and ecommerce expansion goals, Lands’ End turned to censhare as a single, standardized source of truth for existing content.

In addition to supporting the growing ecommerce operations of Lands' End, censhare also offered the capabilities for managing printed page production – a crucial requirement for a company whose major sales channel is mail order via more than 300 catalog projects involving around 20,000 unique printed pages per year.

"Not only does censhare provide the sophisticated functions to handle the high level of global print publications, but it has the potential to support additional future growth needs across all global marketing channels."

- Richard Swaziek, Senior Director, Creative Operations, Lands' End

With the help of US implementation partner Emmsphere Plus, censhare was deployed in time for Lands’ End to exit the previous system, and integrated with other tools such as Adobe® InDesign® and a Single Sign-On (SSO) server. Extensive automation and customization of the user interfaces were implemented, and more than 1.5 million digital assets with mapped metadata totalling some 25 TB of data were transferred.

Lands’ End now has a true content hub, with streamlined and efficient workflows and consistent processes. Its use of the censhare DAM has grown immensely within a year of its deployment, with nearly two million assets managed and more than 700 users working within the system, and is considering the ways in which censhare could support it the future, including automatic language translation, automated page design updates, and integration with a future Product Information Management (PIM) system to further streamline processes.

"We are just scratching the surface. censhare is central to our ambitions to develop modern Martech capabilities. The DAM has met our expectations extremely well. We have a highly workable system, global users are engaged and we are excited about the opportunities for the future."

- Richard Swaziek, Senior Director, Creative Operations, Lands’ End

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