Lord & Taylor, Revival the oldest department store in the United States, is making a highly anticipated comeback in 2025 under new ownership. Established in 1826, the company was once a pioneer in luxury fashion and retail but was forced to shut down all its stores by 2021 due to financial struggles.

Now, with a fresh vision led by Regal Brands Global, the brand is gearing up for a modern relaunch, focusing on online shopping, licensing deals, and home goods expansion.

Bringing Back a Classic Logo

One of the biggest moves in this revival is the return of Lord & Taylor’s classic cursive logo Revival, which was replaced in 2022. According to Sina Yenel, Chief Strategy Officer at Regal Brands Global, removing the iconic logo was a major mistake that distanced the brand from its rich heritage. The restoration of this signature logo symbolizes Lord & Taylor’s commitment to its past while embracing the future.

“We recognize the emotional connection our customers have with Lord & Taylor. Bringing back the beloved logo is just the first step in restoring trust and excitement around the brand,” Yenel stated.

A Digital-First Strategy: Moving to Online Retail

Unlike its previous business model that relied on physical stores, the new Lord & Taylor Revival will operate exclusively as an online discount luxury retailer. This shift aligns with modern consumer habits, allowing customers to shop conveniently from anywhere. The e-commerce platform will offer a curated selection of designer goods, Lord & Taylor-branded products, and exclusive collections.

Regal Brands Global is securing inventory through distributors and licensing agreements, ensuring high-quality products across multiple categories. The online store will focus on:

Womenswear – Elegant and timeless fashion pieces.

Footwear & Accessories – High-end shoes, handbags, and small leather goods.

Special Occasion Dresses – A return to classic, sophisticated designs.

Exploring Retail Partnerships

While there are no immediate plans to reopen physical Lord & Taylor stores, the brand is actively working on securing partnerships with high-end retailers. Shoppers may soon find Lord & Taylor products in stores like Saks Fifth Avenue and Nordstrom, giving the brand a presence in well-established retail environments.

This strategy allows Lord & Taylor to maintain brand visibility without the financial burden of operating brick-and-mortar locations. The focus is on reaching a broader audience while maintaining the prestige and exclusivity of the brand.

Commitment to Timeless Fashion

Unlike fast fashion brands that prioritize trends, Lord & Taylor’s Revival new mission is to provide high-quality, long-lasting fashion pieces. Regal Brands Global aims to position the brand in the affordable luxury segment, where customers can find elegant and durable fashion at reasonable prices.

“Our vision is simple: Lord & Taylor should be about fashion that is going to last,” said Yenel. This philosophy will help differentiate the brand in a market dominated by fleeting trends and disposable fashion.

Expanding into Home Goods

Beyond fashion, Lord & Taylor is entering the home goods market, offering products that reflect its signature elegance and quality. The brand is currently negotiating with vendors to introduce:

Home Textiles – Premium sheets, towels, and bedding.

Furniture & Décor – Stylish and sophisticated pieces for modern homes.

Kitchen & Dining – Elegant tableware and dining accessories.

By diversifying into home goods, Lord & Taylor aims to become a complete lifestyle brand, offering both fashion and home essentials under one trusted name.

Enhancing the Customer Experience

To ensure a seamless online shopping experience, Lord & Taylor is investing in U.S.-based customer service. This move is designed to offer personalized assistance, faster responses, and better customer satisfaction. The company understands that great customer service is essential in building brand loyalty and trust.

Looking Ahead: The Future of Lord & Taylor

As Lord & Taylor prepares for its 2025 relaunch, the brand is balancing its historical significance with modern innovation. By focusing on online retail, strategic licensing, and home goods expansion, it aims to reestablish itself as a leader in the luxury market.

The revival of Lord & Taylor is not just about bringing back a name—it’s about reinventing a brand that generations have loved. With a strong digital presence, high-quality offerings, and a customer-centric approach, Lord & Taylor is set to make a lasting impact in the retail world once again.