New Nordstrom Home Dept. Courtesy of Nordstrom
Nordstrom opened its redefined Home concept on the main floor in the flagship store in New York City last Friday. It has an extensive selection of home goods that meet the needs of New Yorkers and tourists alike.
The Home concept has three category pillars including 1. Kitchen and Table Tops; 2. Home Textiles and 3. Home Décor. Here you will find some of the best brands, including Estelle Glassware, GOODEE. Otherland and Serax and some customer favorites like Boll & Branch, Dyson, Staub, Marimekko, Matouk, Moccamaster and many more. It also includes some direct-to-consumer brands like Bearaby, Carraway, Casper, Five.Two by Food 52, Great Jones. Open Spaces and Our Place as well as many other well-known brands.
I am excited about the new Nordstrom Home concept, since it shows the flexibility of the store, allowing for a major classification move from the second lower level of the 57th Street Store to the main floor, replacing a major classification of merchandise (Burberry) which was relocated to make room for this new concept. I believe that much of the merchandise in the new flagship store is on wheels to allow management to make major merchandise changes so that classifications remain of interest to Nordstrom shoppers. The idea of flexibility permits management to highlight winners or introduce new concepts.
Home Store view
The merchandise selected for the Nordstrom Home concept is keyed to city living for “busy” New Yorkers and the plan is to showcase a number of brands, institutions and businesses including design-forward decor and housewares from the MoMa Design Store, a dedicated Beverly’s shop installation, and products from Quiet Town, Beni Rugs, Bole, Drusen Drusen and Thomason Street Studio. There are handcrafted pieced from local makers such as lamps by Wooj, ceramics by Danielle Yukari and furniture design by Marc Hundley.
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The Nordstrom Home NYC shop also features kitchenware brand by Great Jones. There are also kitchen-ware staples like Le Creuset and Alessi.
Olivia Kim, Nordstrom’s Vice President for Creative Products and Home said “We are so excited to bring the renewed vision of Nordstrom Home NYC Shop. We thoughtfully and purposely sought after independent small makers, established designers and renewed institutions rooted in the city itself to support local businesses, as we believe it is important now more than ever, to cultivate in and be a platform for the community that we serve.”
It is easy to see that the concept can be developed for many of major Nordstrom stores and that merchandise can be relocated to make room for this new concept. I also could visualize some free-standing Nordstrom Home stores after the initial opening period.
POST SCRIPT: The new Nordstrom Home Concept is a winner and will strengthen the store in New York City since it brings together many well designed home brands. It will be the blueprint for other Nordstrom stores where this concept can be replicated. Home has become an important classification since the outbreak of the pandemic. People treasure their home more than ever and wants to make it more beautiful. Entertainment at home will be the preference of many.
