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Nordstrom Home NYC Curates Prestige, DTC Brands

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Nordstrom has made a major commitment to the home category, opening its first dedicated home store, Nordstrom Home NYC. The two-story retail space housed inside the Nordstrom NYC flagship carries accent furnishings and decor focused on three category pillars—kitchen and tabletop, home textiles, and home decor.

The newly expanded home assortment includes established and prestige brands, such as Boll & Branch, Dyson, Marimekko, and Matouk, as well as emerging makers including Estelle Glassware, GOODEE, Otherland, and Serax. The store also will serve as a physical touchpoint for direct-to-consumer brand partners ranging from Casper and Bearaby to Open Spaces, Our Place and similar labels.

The Nordstrom Home retail outlet also carries a number of local New York brands, such as Quiet Town, Beni Rugs, Bole, and Thompson Street Studio, as well as housewares from the Museum of Modern Art Design Store and a dedicated BEVERLY’s shop installation.

The Nordstrom Home NYC shop will feature kitchenware brand Great Jones’ first-ever physical retail experience, in a multi-floor immersive build-out in collaboration with co-founder Sierra Tishgart, showcasing some of her favorite products as well as an exclusive offering of a limited-edition color in select bestselling Great Jones designs.

“We are so excited to bring the renewed vision of Nordstrom Home to life with the opening of the Nordstrom Home NYC Shop,” said Olivia Kim, VP of creative projects at Nordstrom. “We thoughtfully and purposely sought after independent small makers, established designers, and renowned institutions rooted in the city itself to support local businesses, as we believe it is important, now more than ever, to cultivate connection in and be a platform for the community that we serve.”

The expansion into the home business comes at a time when many fashion brands and retailers have taken the plunge into the category. Over the past few years, luxury and mass market brands such as Dior, Gucci, Hermes, H&M, and Zara have launched home lines or created dedicated home-focused concepts within their stores.

That move has proved successful for most of these brands, particularly in the wake of the pandemic, which has created a major increase in demand for home goods. With this new home-focused retail space, Nordstrom is betting on that appetite to continue, and for its customers to see the retailer as a one-stop-shop for their fashion and home needs.

“We know that the Nordstrom customer comes to us as a trusted source for fashion when it comes to their wardrobes, and Nordstrom Home serves as an extension of that lifestyle offering by bringing an approachable design-driven point of view into their homes,” Kim said.

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