Nordstrom enters into retail collaboration with 11 Honore_, a luxury plus-size fashion brand.
**Nordstrom Expands Collaboration with DTC Brands to Boost Product Offerings**
Nordstrom, the renowned department store, is continuing its strategic partnership with direct-to-consumer (DTC) brands, particularly in the apparel sector. This move is part of a broader retail trend where traditional department stores are teaming up with emerging brands to stay relevant and diversify their offerings.
One of the latest collaborations involves luxury plus-size apparel company 11 Honoré. Nordstrom has entered into an exclusive partnership with 11 Honoré, marking the first retail partnership for the brand. The collection, created by Danielle Williams Eke, will be available in two drops. The first drop, retailing between $128 and $248 with 14 styles, is now available online and in several physical stores. The second drop, slated for late October, will feature 14 new styles.
Nordstrom's partnership with 11 Honoré is a significant step in broadening its product offerings with designer, plus-size labels. The department store has been the exclusive U.S. distributor of Topshop and Topman since 2012, and it expanded its partnership with these brands this year by acquiring a minority interest in them.
Another notable partnership is with Indochino, a made-to-measure suiting brand. In June, Nordstrom announced that Indochino would open 21 shop-in-shops in its stores nationwide. This collaboration provides a made-to-measure suiting option for customers and broadens the men's category for the department store.
Nordstrom has also forged partnerships with other DTC brands such as Everlane, Reformation, Glossier, Boy Smells, and Casper. The partnership with Casper allows Nordstrom to sell mattresses and sleep accessories in some stores and its website.
The strategy behind these collaborations is mutual benefit. DTC brands gain access to a wider and more traditional retail audience, benefiting from Nordstrom's reputable physical retail presence. Nordstrom, on the other hand, keeps its portfolio fresh and responsive to trends by adding new, often digitally native brands that resonate with consumers seeking premium, niche, or differentiated products.
The retail industry notes that collaboration with DTC brands is not about fully replacing traditional brands or brick-and-mortar growth but about maintaining relevance. When the product is strong, the brand sells itself, reducing the need for intensive storefront strategies for DTC brands who rely on Nordstrom’s distribution and retail expertise to reach customers that may not shop online.
This collaboration trend between department stores and DTC brands is part of a wider retail evolution post-pandemic, where DTC brands, after initial explosive growth online, are increasingly embracing physical retail partnerships to expand reach and consumer touchpoints.
Nordstrom's strategic goal is to broaden its assortment from about 300,000 items to more than 1.5 million in the next three to five years. This approach helps Nordstrom stay competitive by refreshing its inventory and aligning with current market trends favouring experiential and convenient shopping with access to innovative apparel brands.
- In line with this retail trend, Nordstrom is collaborating with various direct-to-consumer (DTC) brands, particularly in the fashion-and-beauty industry, to boost its product offerings.
- A recent collaboration includes luxury plus-size apparel company 11 Honoré, with Nordstrom venturing into an exclusive partnership that sees the first retail collaboration for the brand.
- The partnership with Indochino, a made-to-measure suiting brand, resulted in Indochino opening 21 shop-in-shops in Nordstrom stores nationwide, providing a made-to-measure suiting option for customers and diversifying the men's category.
- Beyond these partnerships, Nordstrom has also collaborated with DTC brands such as Everlane, Reformation, Glossier, Boy Smells, and Casper, with the latter partnership allowing Nordstrom to sell mattresses and sleep accessories.
