Lands’ End Appoints New Chief Creative Officer

Lifestyle brand Lands’ End has hired a new Senior Vice President and Chief Creative Officer. Becky Gebhardt, who takes the helm after holding long-term positions at Crocs, Inc., and Bag Borrow or Steal, will be responsible for developing and implementing global creative brand strategies across digital, retail and catalog.

However, Gebhardt is extremely familiar with the Lands’ End brand story and vision: She acted as VP of Creative for the company from 2004 to 2007.

In her new position as SVP and Chief Creative Officer, Gebhardt will help drive and execute a creative vision that supports merchandising strategies and marketing campaigns across all channels. She also will oversee all aspects of the creative process, from developing concepts to managing art direction, photography and creative operations.

“We are very excited to welcome Becky back to Lands’ End,” said Edgar Huber, President and CEO of Lands’ End. “Her experience directing brand and creative efforts for multichannel businesses along with her focus on the customer experience aligns well with our strategy for future growth. She is innovative and brings a proven track record in leading global creative organizations for businesses our size.”

During her time at Crocs, Inc., Gebhardt was VP and Global Creative Director. At Bag Borrow or Steal, she was VP of Creative, PR and Online Experience. In both roles, Gebhardt spearheaded global brand creative vision and execution, customer experience and communications.

Huber noted that Gebhardt’s “creative vision, knowledge of the brand’s heritage and her overall experience across the retail industry will be invaluable as she joins the Lands’ End team to help us elevate and evolve the brand.”