‘Relevance Is Key’: Why Nordstrom Has Gone All-In On DTC Brands

There was a time when, in order to become known among consumers, a brand needed to land in a department store. But as consumers sought out alternative channels to discover products, and brands proved it was possible to build a following exclusively online, the partnerships appeared less critical. Now, Nordstrom is the one finding value in housing digitally native brands within its stores. The department store in 2012 indicated its growing interest in online retailers when it made a $16.4 million minority investment into DTC menswear brand Bonobos. In conjunction with the deal, the brand would be sold on Nordstrom’s website as well as 20 of its full-line stores — marking the first time Bonobos would be sold in a physical setting outside its New York showroom-style store. Read more at Retail Dive.