Gary C. Comer, founder of Lands’ End, died last Wednesday at age 78. Mr. Comer worked for 10 years as an advertising copywriter before he returned to his passion for sailboat racing and started Lands’ End Yacht Stores in 1963.

He wrote magazine ads to sell sailing equipment by mail order. Ten years later, Lands’ End became the classic clothing merchant we know today, now one of the world’s largest mail-order clothing businesses.

Lands’ End has always been dedicated to high-quality products and customer service. Salespeople are “urged to take all the time necessary” to take care of the customer. They will visit the warehouse to check the color harmony of garments you’re interested in, and have even given a bride a wake-up call on her wedding day at her request.

Mr. Comer’s edicts for Lands’ End were:

1. Do what’s right for the customer.
2. Do what’s right for the employee.
3. The rest will take care of itself.

Customer service is an important key for any business, as a happy customer becomes a loyal customer. What steps is your business taking to keep your customers happy and loyal?

“Always do right. This will gratify some people and astonish the rest.” —Mark Twain

Additional Reading:
Lands’ End: In loving memory of Gary C. Comer
Lands’ End Library: On Dressing, Sartorial Origins, etc.
Lands’ End History
For corporate branded clothing, see Lands’ End Business Outfitters