Following a positive reception from customers, Nordstrom Local announced two more Los Angeles locations for its hyperlocal retail concept. One store will be 1,200 square feet and located in Brentwood, while another will be a 2,200-square-foot store in the city’s downtown area. The concept may also expand to New York City, Fast Company reported.
“We’ve got a young customer base that’s very engaged with our brand,” Ken Worzel, Nordstrom’s chief digital officer and Nordstrom.com president, told Fast Company. “One of the clear messages we’ve gotten is people love our brand when we’re able to bring the combination of highly relevant, great product with a layer of our people and services to help make [the shopping experience] compelling . . . and super easy for them.”
Overall, Nordstrom’s largest market is Los Angeles: The city has four million customers and 16 full-line, brick-and-mortar stores. Along with its mass inventory, the city is a good place for expansion, according to Worzel. Already, the 3,000-square-foot West Hollywood Nordstrom Local store boasts multiple features. Shoppers can access personal stylists and on-site tailoring, and can also tap into omnichannel features, such as buy online, pick up in-store. Another interesting detail is that the concept store doesn’t have one common brick-and-mortar feature: dedicated inventory.
The West Hollywood store also features a bar — because shopping is thirsty work — and functions as a pick-up and drop-off station for consumers. Orders placed before 2:00 p.m. can be picked up on the same day. Tailors will be available for alterations or to help members of Nordstrom’s Trunk Club.
As of September, there were 121 “original recipe” Nordstrom locations nationwide, with a new one opening in Toronto. But the world is changing, and shoppers’ needs and habits are shifting — and Nordstrom wants to be sure it evolves right along with them.
“There aren’t store customers or online customers; there are just customers who are more empowered than ever to shop on their terms,” Erik Nordstrom, co-president of the retailer, has said.