Sears exclusively launches British lifestyle brand

Sears is freshening up its offering through a new partnership.



The department store retailer now features the Regatta Great Outdoors collection in 11 New England-based stores. The brand, which is based in Manchester, England, features active, performance, outdoor, and leisure wear. This is the brand’s first U.S. retail store debut.



The company was established in 1981, and has grown into a popular outdoor clothing, footwear and equipment brand among European shoppers. Sears was attracted to Regatta due to a synergy of values: quality, value, a design-focus and passion for the customer, according to the retailer.



"Our members' tastes change quickly so we are always looking for partners who can help keep our assortment fresh," said David Pastrana, president of Sears Apparel.



"Regatta is a long-established apparel leader that knows its customer well and was selective about who they made their U.S. debut with,” he added. “Sears is proud to be Regatta's exclusive home, and we welcome American shoppers to discover this great brand."



The Regatta Great Outdoors collection is now featured in 1,800-sq.-ft. shops inside the following Massachusetts Sears locations: Saugus, Burlington, Auburn, Peabody, Braintree, Natick and Hyannis. It is also being featured in stores in Salem and Nashua, New Hampshire, Warwick, Rhode Island, and South Burlington, Vermont. The collection will be available online this fall.