Lands’ End, a 63-year-old rugged retailer, has been gaining popularity among ultra-wealthy and younger consumers, thanks to its appeal to shoppers across generations and income brackets. Deloitte study found that about four in 10 Americans are now considered “value seekers” and 23% of high income earners identify value as a high priority in their purchasing decisions. The company’s success is attributed to its ability to appeal to customers who consistently stay loyal, staying with the brand for 18 years. Despite a decrease in disposable income over the past few years, consumers are increasingly discerning about value in their purchases. Despite this, Lands' End has acquired 20% more new-to-brand households in Q4 and expects to expand its brand with WHP Global to expand globally. The retailer recently announced a partnership with the intellectual property and licensing agreements worth $300 million.