Moms Want Swimsuits to Keep Kids Covered

Lands' End Kids' Leads the Way with Smart Swimwear Solutions

DODGEVILLE, Wis., April 7 /PRNewswire/ -- Savvy moms from Milwaukee to Miami
are looking for swimwear to keep kids covered. In fact, when three very
different moms - including a radio show host/author, a blogger and a clothing
designer - were asked, "What are the most important features in kids'
swimwear?" it turns out they weren't so different after all. Coverage was at
the very top of each mom's list.

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"It's not surprising moms want to keep their kids covered up and protected,
even in swimwear," said Shannon Lelouch, Lands' End Kids' Design Director.
"At Lands' End, we know coverage for kids is important whether it's for
modesty, sun safety or comfort."

Modesty Movement by Moms
Maria Bailey, host of Mom Talk Radio and author of The Ultimate Mom, believes
there is a modesty movement by moms when it comes to outfitting kids in
swimsuits. In fact, a recent study by Bailey finds that 93 percent of mothers
feel as though their children are growing up too fast.

"Moms are looking for ways to keep little kids little," said Bailey. "To
achieve this, many are turning to clothing and swimwear for kids with
age-appropriate coverage and styles."

To keep kids covered, Lands' End is offering more modest swimsuit style
choices for both boys and girls than ever before. For example, Lands' End has
introduced front-lined rash guards for girls to provide complete coverage and
prevent see-through. Girls can also turn to swim shorts and swim skirts
featuring built-in briefs that stay put and let girls run, play, jump and flip
with confidence.

While many moms are choosing more modest swimwear for little ones, they don't
want to sacrifice style. In fact, "Musings of a Housewife" mom blogger,
Jo-Lynne Shane, looks for coverage and the cute factor. "When shopping for
kids' swimsuits, I require some semblance of modesty without my kids looking
like they crawled out of the 1950s," said Shane. "I love the rash guards for
sun protection and two-piece tankini suits for girls. They are practical and
modest and cute -- what more can you ask for!?"

Good news for style mavens: today's trends in kids' swimwear revolve around
age-appropriate coverage. Latest looks - such as the beach-patrol look with
rash guards and swim shorts; active and sassy skirts for girls - offer up the
latest trends and styles while helping to keep kids comfortable and looking
like kids.

Sun Safe in Swimwear
Swimsuit coverage takes on new meaning when it comes to sun protection. While
sunscreen is effective on skin exposed directly to the sun, skin under
swimwear is often ignored. For Maria Bailey, kids' swimsuits offering sun
protection are a must.

"Living in Florida with four fair-skinned children, we are constantly in
swimsuits and I can't help but worry about exposure to the sun," she said.

Lands' End has listened to moms and responded with UPF 50 (blocking nearly 98
percent of damaging UV rays) built into every swimsuit, rash guard and swim
bottom.

Care-Free Comfort and Coverage
While kids need comfort and coverage, they also want to be carefree: able to
dive, swim and do cannonballs all summer long.

"We're continuously looking for solutions to improve the functionality and
quality of our kids' swimwear," said Lelouch. "We use feedback from moms and
test our swimwear solutions on kids to ensure everything fits, performs and
offers carefree comfort."

The newest kids' swimsuit solution from Lands' End will lend comfort and
confidence to both parents and kids. Exclusive to Lands' End, X-Act Fit(TM)
swim bottoms are constructed using an adjustable strap with a rip-grip closure
that helps kids get the right fit quickly, easily and all by themselves.

The X-Act Fit waistband provides a secure fit to keep shorts in place when
diving in and getting out of the water, and even makes bathroom breaks at the
pool a breeze. Other comfort solutions for kids include a wide assortment of
swimwear sizes, with sizing solutions to cater to all kids, no matter how big
or small. Ranging from sizes 2T to 20 and including slim, plus and husky
options, Lands' End Kids' Swimwear styles aren't just smaller or bigger;
sizing is expertly proportioned for the right fit.

Guaranteed. Period.(R)
The best part about Lands' End Kids' Swimwear is that it's unconditionally
guaranteed. If parents (or kids) aren't happy with the quality, color, comfort
or anything else, they can return the swimwear for a full refund of the
purchase price - no questions asked. Like everything we sell, all Lands' End
Kids' Swimwear is Guaranteed. Period.

About Lands' End
Lands' End(R) is one of the world's largest retailers of casual and tailored
clothing for women, men, children and infants around the world. In addition,
Lands' End offers an innovative collection of fine-quality goods for the home.
Lands' End merchandise can be purchased online at www.landsend.com, by
calling 1-800-800-5800 and by visiting the Lands' End Shops at Sears. Lands'
End is a proud member of Sears Holdings Corporation (Nasdaq: SHLD). And, all
high-quality Lands' End merchandise is Guaranteed. Period.(R)

URL: www.landsend.com/swim

SOURCE Lands' End

Kira Gutknecht of Lands' End, +1-608-935-6296, kira.gutknecht@landsend.com