Nordstrom is opening a new Store in Manhattan, and it hopes that this will give women the chance to discover new brands. This is a fresh approach for the retailer, and one that it expects to help maintain its appeal to customers despite the struggles many department stores are facing.

A Full Range of Brands

The new Nordstrom store will combine the brands that shoppers expect to find in a department store with lesser-known ones that encourage discovery. In addition to major names like Christian Louboutin, Nike, Levi’s, and Saint Laurent, the smaller brands will mostly be those with a growing online business that achieved early success.

There will also be a pop-up area for Everlane, which is a trendy apparel brand for both men and women that is mostly available online at the moment. It has only a handful of brick and mortar locations. This brand will be swapped for another every several weeks. There are also many other direct-to-consumer brands that typically sell via their own stores or websites. These include Reformation, Kendra Scott, Dirty Lemon, and Birdies. You can also find brands that currently only have one other retail store, such as Atelier VM in Milan and Maria Tash in SoHo.

The Store Itself

The store will be spread across 320,000 square feet and span seven floors. It will be in Manhattan at 225 West 57th St. The store will open on Thursday, Oct. 24, and will be ready for clients. The new concept is the result of seven years of effort.

What Nordstrom Says About It

Nordstrom’s chief merchandising officer, Teri Bariquit, talked to CNBC about the new store recently. She disclosed that there are multiple reasons that this setup appeals to direct-to-consumer brands. One of the main reasons is exposure, which applies to both Nordstrom and the brands. The brands get their names out there, while Nordstrom gets exposure to potential new clients who may not be interested in the classic brands they carry.

Additionally, the direct-to-consumer brands are able to test out the merchandising this way before they decide to invest in their own physical stores or to scale up. It gives them the ability to test demand and their ability to meet it. It can also give the brands a chance to get rid of extra merchandise via the other Nordstrom locations.

Time will tell if Nordstrom’s new store design, which incorporates more direct-to-consumer brands and a pop-up section, will help it boost its appeal as most department store chains struggle.

Source:

https://www.cnbc.com/2019/10/21/online-brands-have-a-home-at-nordstroms-new-store-in-manhattan.html

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