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Land's End on dynamic customer service.

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This story appears in the December 1997 issue of Business Start-Ups magazine.

When Gary Comer founded Lands' End Inc., he wasn't looking to become a multi-millionaire. The 33-year-old advertising copy writer, discontent with his job for an international advertising agency, wanted to start a business that related to his hobby: sailboat racing.

The first full-color Lands' End catalog, with 30 pages of sailing gear and two pages of clothing, was introduced in 1975. But the company's focus gradually shifted away from sailing gear and more toward clothing and accessories.

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