McLean will remain with the company in an advisory capacity to oversee the leadership transition. Cole joins the apparel brand fresh from his stint as interim chief digital officer at Thuma, where he focused on modernizing consumer-facing platforms. He views his appointment as a mandate to integrate advanced AI tools into the shopping experience, seeking to turn the company’s existing foundation into a more productive digital engine.

The leadership shift arrives at a pivotal moment for the firm. Earlier this year, Lands' End secured a $300 million cash infusion through a joint venture with WHP Global. While this partnership helped the company post a first-quarter profit, recent performance remains uneven, with net revenue dipping due to persistent shipping complications. Following the announcement, investor sentiment cooled, pushing shares down 4.4% to $10.90 in premarket trading.