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TheStreet Open House

Lands' End Unveils The 4-Piece Bikini

Stocks in this article: SHLD

DODGEVILLE, Wis., March 23, 2012 /PRNewswire/ -- The simple statement overheard by a Lands' End's swimwear designer - "One suit does not fit all occasions" - may have sparked the next revolution in swimwear.  Lands' End listened and created, SwimMates(TM), an innovative swimsuit concept that will change the way women wear swimsuits. Labeled the "4-Piece Bikini," SwimMates are swim layers that transform the notion of traditional swimwear. The concept starts with a two-piece bikini as the foundation and then offers layering swim pieces including a cami, swim shorts or swim skirt. While some women may want to sport a bikini with family in the backyard, a pool party with neighbors may call for layering on a swim cami or skirt.

(Photo: http://photos.prnewswire.com/prnh/20120323/CG75526)

(Logo: http://photos.prnewswire.com/prnh/20071029/AQM053LOGO)

"S­wimMates is truly a unique approach to swimwear that has been missing from the swim category. Not since the introduction of the tankini has there been a new swim concept like SwimMates that will change the way women wear swimsuits," said Erin McCormick, swimwear merchandise manager, Lands' End. "This new collection of swim separates offers the chance to create individual looks while also choosing the amount of coverage. Best of all, women can even swim in all of the SwimMates layering pieces."

McCormick believes SwimMates is for women who want to wear a bikini, but maybe not for all situations. The added layers allow for a new swim look and level of comfort without changing swimsuits throughout the day.



SwimMates Collection



The SwimMates collection was designed to mix things up when it comes to styles, colors and patterns.  Here's how it works:

  1. Start with a SwimMates Bikini – The SwimMates Bikini is the foundation and comes in several styles including bra-sized bikini tops in sweetheart, halter or bandeau options and regular or mid-rise bikini bottoms.
  2. Layer with a Cami – The SwimMates cami has been designed to layer on top of the bikini foundation.  This piece comes in henley, racerback and scoopneck designs in a variety of colors and patterns.
  3. Pull on a Swim Skirt or Shorts – Add a SwimMates skirt or shorts over the foundation bikini for more coverage. All four pieces are designed to work together for maximum coverage.
  4. Mix n' Mix – From dots and stripes to florals and solids, the SwimMates collection comes in a variety of patterns to provide an opportunity to mix it up and create individual looks.  The bold color palette ranges from Bright Lemon and Tropical Turquoise to Glade Green and Fresh Orchid.

The Lands' End SwimMates collection is currently available online at landsend.com and in Lands' End Shops at Sears nationwide and pieces range from $30 to $55.

Spring Sale

Just in time for spring, Lands' End is hosting a Spring Sale offering up to 30 percent off thousands of styles for women, men and kids at landsend.com and at Lands' End Shops at Sears.  The Spring Sale starts on Friday, March 23, 2012 and runs through Friday, April 13, 2012.

About Lands' End

Lands' End® is a classic American lifestyle brand with a passion for quality, legendary service, real value and a simple two-word promise to stand behind everything it sells: Guaranteed. Period.® Lands' End delivers timeless style for Men, Women, Kids and the Home at landsend.com, 1-800-800-5800, the Lands' End Shops at Sears and around the world.  Lands' End is a proud member of Sears Holdings Corporation (NASDAQ: SHLD).

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