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Icons in Business


Sarah Rasmusen
Chief Customer Officer, Lands' End


Lands’ End was founded in 1963 by Gary Comer when he and four friends opened Lands’ End in a basement office on Chicago’s Elston Avenue. Launched as a mail-order operation for yachting gear‚ the businesses filled 15 orders on a good day and took three years to see a profit. The company grew to become a million-dollar business by 1977, fueled by savvy customer-service initiatives, like a generous returns policy, and smart marketing decisions to create a catalogue with engaging stories and models who looked like real people and engaging stories. Comer relocated the headquarters to its current home in Dodgeville, Wisc. three years later.

At the next Icons in Business, you’ll hear from Sarah Rasmusen, the chief customer officer for Lands' End. Responsible for leading customer experiences, Rasmusen will share insight into the opportunities and challenges facing Lands’ End, along with some of the ways the company focuses on the priorities in its customers' lives that lead to business growth. 

About Sarah Rasmusen

Sarah Rasmusen is the Chief Customer Officer for Lands' End, Inc. Rasmusen is responsible for leading customer experiences, including core, retail, business to business, and international as well as to drive strategies to enhance customer-facing capabilities across all Lands' End selling channels. She is responsible for accelerating the immediate growth and refining the strategic long-term vision, while ensuring the entire company is effectively focusing on the priorities in customers' lives.

Prior to joining Lands' End, Rasmusen served as vice president of digital merchandising, optimization and analytics for Kohl's Department Stores for six years. All told, Sarah has over 20 years of leadership roles in technology development, digital merchandising and consumer web strategy.


Presentation Details

Date: Thursday, March 12
8:00 a.m. | Registration and breakfast buffet
8:30 to 9:30 a.m. | Presentation
Location: The Madison Concourse Hotel, 1 West Dayton Street, Madison, WI 53703
Tickets: $35 each; $175 table of eight


Register Online



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