Lord & Taylor, the department store that has been part of America’s retail landscape since 1826, is mounting a comeback—proving once again that classics never go out of style. After years of financial struggles, including a bankruptcy in 2020 and the closure of its iconic brick-and-mortar locations in 2021, the brand is looking to rise from the ashes under new ownership. Regal Brands Global, the company now holding the reins, has a bold vision for this historic name: mixing nostalgia with modernity to reclaim its spot in the retail world.
The revival of Lord & Taylor begins with a return to its roots—starting with its sweeping cursive logo. Under previous ownership, this signature emblem was replaced with a generic Helvetica font, a move that Chief Strategy Officer Sina Yenel called “the biggest betrayal of the brand.” He’s not wrong. That decision epitomized the corporate trend of stripping away identity in the chase for younger, trendier markets. But Lord & Taylor isn’t some fly-by-night operation trying to find its footing—it’s a brand with nearly 200 years of history and a reputation for elegance and quality.
The decision to bring back the logo is more than just a branding choice; it’s a signal to longtime customers that Lord & Taylor hasn’t forgotten who it is. This isn’t about fast fashion or chasing every fleeting trend. It’s about reclaiming a place in the hearts of shoppers who value timeless style and quality over throwaway trends.
Regal Brands Global seems to understand what made Lord & Taylor great in the first place: an ability to bridge generations and cultures with products that resonate across the board. From elevated fashion to sophisticated home goods, the company is steering clear of luxury’s elitism and the cheapness of fast fashion, instead carving out a middle ground that feels both accessible and refined. It’s a savvy move, one that could appeal to a wide swath of shoppers.
🛍️ Lord & Taylor, America’s oldest department store, is making a comeback.
The company was established in 1826 and shuttered its brick-and-mortar stores in 2021
The Online comeback in 2025 and a return of its iconic sweeping cursive logo pic.twitter.com/nlE0Axrgc5— DailyJobCuts . com – Layoffs / Job / Economy News (@dailyjobcuts) December 14, 2024
Still, challenges loom. The retail team of 75 working behind the scenes will need more than a strong logo to win back consumers in an e-commerce-driven market saturated with competition. While Regal Brands has announced plans to relaunch online in 2025, they’ve hinted at potential physical stores in the future—a tantalizing possibility for those who remember the grandeur of Lord & Taylor’s Fifth Avenue flagship store. Unfortunately, that historic building is now an Amazon property, but maybe that’s for the best; the Lord & Taylor comeback needs fresh beginnings, not nostalgia trips.
Critics might point to the tumultuous history of Lord & Taylor’s recent owners as a red flag—bankruptcies, mismanagement, and a revolving door of leadership have left the brand battered. But with Regal Brands at the helm, the focus appears to be on stability, strategy, and leveraging the company’s storied past to build a more modern, sustainable future.
This comeback isn’t just about retail; it’s a broader commentary on the value of heritage and the power of getting back to basics. Lord & Taylor’s collapse came, in part, from losing sight of its core strengths in favor of chasing fleeting trends. Its revival serves as a reminder to corporate America: sometimes, the way forward is to look back and rediscover what made you great in the first place.
Whether Lord & Taylor can fully regain its former glory remains to be seen. But for a brand that’s weathered everything from the Civil War to the Great Depression, this latest chapter feels like a chance to prove that true classics never go out of style.
