Gary C. Comer originally founded Lands' End in 1963 in Chicago, to sell sailboat hardware and equipment via direct mail catalogs. In the early 1977, because the demand for casual clothing appeared to be strong and growing, the management decided to shift the company's primary focus to selling clothing and soft luggage. By 1979, Lands' End had moved to Dodgevlle, Wisconsin, increased the selections of clothing in its catalog, and begun to recruit personnel experienced in the areas of fabrics and clothing manufacturing