By the time Gary Comer reached his thirties‚ he was already an award-winning copywriter‚ champion sailor and world traveler. In 1963‚ he added entrepreneur to his list of accomplishments when he and four friends opened Lands’ End in a basement office on Chicago’s Elston Avenue.
Launched as a mail-order operation for yachting gear‚ the business filled about 15 orders on a good day. It took the team three years to see a real profit‚ and those returns had little to do with fashion. There were 84 pages to the Lands’ End Yachtsman’s Equipment Guide‚ Gary’s first catalog. Only two or three pages featured any clothes at all.