Lili
Bring back Sundance that Redford Started!!!
I have been a customer of Sundance since they began the catalogue many, many yrs. ago. A lot of my home furnishings that are my very favorite things are items I watched for a long time, saved the money and was overjoyed to finally purchase. The furniture was expensive, but not insanely so (as the “one of a kind” items now are). The quality was OUTSTANDING and I still have all the big purchase items and LOVE them to this day. The customer service was solid for many years. Then I watched as cheap goods slowly took over. Then I watched poor quality clothes roll in. Then I saw my beloved home furnishings offerings disintegrate. The reason this is so sad to me is because they had NO COMPETITOR on the national level! How can you mess your division (that was profitable for years) when you have no true competitor that offers the styles, uniqueness and quality you have? The new CEO is the absolute WORST. The rebrand is horrible. The clothes lost all of the brand spirit and look like common things you can buy at Macy’s or any mass producer. The ENTIRE loyal customer base is made up of people that loved Southwestern and Big Sky country style, and artisan made goods. The current CEO is doing NOTHING original and abandoning EVERYTHING that the longtime customers loved. If she thought it wise to start over and try to attract new customers, I have NO IDEA who her target is: Is it Macy’s customers? Going for that demographic is business suicide due to the sheer volume of competitors whose customers have zero reason to be brand loyal. It is ironic that all these years later, I can actually afford the furniture and special home finds I used to covet for so long. I don’t have to wait two years to buy it anymore, but now, I stalk the site like a madman, hoping there will be a sudden return to the original spirit of the once beautiful brand. I have moved multiple times and so I need some furniture, but no one offers what the Sundance of yore offered. Heart broken.


