Marking yet another “frenemy” partnership to hit retail, Nordstrom will introduce Anthropologie Home products at 15 of its full-line stores and on Nordstrom.com on 19 March 2018.
SEE ALSO : Nordstrom considers going private again
The Anthropologie Home collection from the bohemian-chic division of Urban Outfitters will span 200 products ranging from kitchen, dining and entertaining, bed and bath textiles, room décor, stationery and hardware.
The collaboration is the latest in a string of fraternizing-with-the-enemy style partnerships reaching store shelves, as merchants look for creative ways to uncork new revenue streams in a sector upended by digital shopping.
These include J. Crew apparel at Nordstrom; Kohl’s in-store Amazon sections and soon-to-come Aldi grocery shops; and an upcoming online boutique from tony department store Lord & Taylor, to land on Walmart.com, of all places.
A Nordstrom spokesperson said the Anthropologie partnership includes interactive home shop-in-shops, which will be located in the “At Home” area of the 15 Nordstrom stores.
“Home is a category we continue to evolve and being Anthropologie’s partner will allow us to introduce dynamic home product with a regular cadence,” said Gemma Lionello, executive vice president and general merchandise manager of Nordstrom, in a statement.
Anthropologie Home at Nordstrom will feature classic pieces, seasonal designs and exclusive artist collaborations, such as items with a whimsical aesthetic from Massachusetts-based ceramicist Molly Hatch; painter; Britain’s Sally Muir’s dog portraiture; Los Angeles studio All Roads Design’s artisanal textiles; and North Carolina’s Suite One Studio’s watercolor inspired designs.
Nordstrom has been beefing up its mix of exclusive home fare as part of an overarching strategy to boost shopper discovery and full-price sales via limited-distribution and private label merchandise. Last month, the retailer expanded its Treasure & Bond “give back” apparel and accessories brand to home goods, with new ceramic dinnerware artisanal cheese boards and textured glass pieces, as well as bedding, throws and pillows, priced from $45 to $199.
Nordstrom donates 2.5% of Treasure & Bond’s net sales to nonprofit organizations empowering youth, such as the WE charity.
“These brands, including designer, product with limited distribution and our private label delivered outsized sales growth of 14% in 2017 with healthy gross margins,” said Blake Nordstrom, co-president of the department store, on its fourth-quarter earnings call with analysts this month.