Luxury department store Nordstrom and men’s custom-fit fashion retailer Indochino said Wednesday (June 23) they are launching nearly two dozen store-in-store locations in a move aimed at boosting sales at both companies at a time of changing taste and demand for back-to-work clothing.
In announcing the long-term custom apparel partnership, Seattle-based Nordstrom said the addition of 21 Indochino stores within its men’s department will offer its customers convenience and personalized styling, fitting and service at a time when it is doing roughly half its sales online.
“This partnership demonstrates Nordstrom’s commitment to providing new and exciting merchandise offerings, while maintaining its reputation for offering top level services and experiences for customers,” per the announcement.
According to Nordstrom EVP of Men’s and Women’s Ready to Wear Shea Jensen, the high-end operator of roughly 350 flagship and off-price Nordstrom Rack locations has long admired its new partner’s made-to-measure leadership in suits and apparel.
“As we continue to expand our offering within our men’s category, we are always thinking about how we can best serve a wide range of customers,” Jensen said, adding that the new store-in-store locations will serve an array of customer needs ranging from work, special occasions, or everyday wardrobe essentials.
Indochino’s Growing Footprint
For its part, Vancouver-based Indochino already has 50 standalone “showroom” locations and over 600 employees, who drive its unique off-the-rack apparel business model which allows customers to create and customize shirts, pants, suits and more via hundreds of fabrics and personalization options. To that point, Indochino’s website says it has become the largest made-to-measure apparel company in the world, delivering custom-fit garments in two to three weeks.
Indochino CEO Drew Green said he was honored to partner with one of the retail industry’s most historic brands, and noted the customer-centric service values shared by both companies would be a win-win relationship.
“Nordstrom is known for offering an unparalleled level of service and we share this passion,” Green said. “Together, we’re enabling more individuals to showcase their personal style through custom clothing that delivers high value by combining a premium customer experience, high quality product and accessible price.”
“Major companies from Google to Goldman Sachs are now announcing plans to recall workers to the office, whether that’s full- or part-time,” Green told PYMNTS, noting that “whether it’s a full suit and tie or a more dressed down business look,” professional wardrobes will need to be refreshed.
The first 10 Indochino in-store locations at Nordstrom are currently open, the company said, with another 11 shops slated to come online by July 2.
The New Nordstrom
In May, the high-end retail chain noted its ongoing transformation efforts had seen its eCommerce sales rise 23 percent last quarter, amounting to 46 percent of its total revenue.
While speaking to analysts and investors about the quarter, CEO Erik Nordstrom played up the retailer’s increasing momentum and uptake of its digital offerings.
“During the quarter we generated over a million downloads of our apps — a more than 50 percent increase over the first quarter of 2019,” the newly promoted CEO said, noting that mobile customers represented approximately 75 percent of total digital traffic and two-thirds of total digital sales.
At the same time, Nordstrom also said he was optimistic about business prospects for the post-pandemic era.
“Looking ahead to summer, we are well-positioned to continue to capitalize on pent-up demand, and are further strengthening our position as we execute on our strategy to win in our most important markets, broaden the reach of Nordstrom Rack and increase our digital velocity,” Nordstrom said.