(Photo's by Anne Chan Photography)
Bloomingdale’s has opened its first-ever location under the “Bloomies” banner.
Located in the Mosaic District lifestyle center of Fairfax, Va., the 22,000-sq.ft. store offers a highly curated assortment of contemporary and luxury brands, tech-enabled stylists, convenient services and an on-site restaurant with indoor and outdoor seating. ( (By comparison, Bloomingdale’s department stores generally average 150,000 sq. ft. to 200,000 sq. ft.)
The store experience interprets the iconic Bloomingdale’s aesthetic in a fresh way, with new design concepts to drive customer discovery and highlight rotating trends. Unique carts are positioned throughout the space, showcasing fresh finds.
A punched-up color palette helps brings Bloomie’s to life, and large windows bring light into the space and connect the experience to the vibrant Mosaic District outside. The fitting rooms make their own design statement, with a monochromatic pale blush coloration and color block stripe. (Bloomie’s was designed in partnership with Nelson Worldwide.)
The merchandise offering brings together an “approachable” mix of top designers, luxury brands, and emerging labels. The offering, which will be updated with fresh deliveries multiple times per week, includes men’s and women’s apparel including denim, active, and intimates, along with shoes, handbags, beauty, accessories, and fine jewelry.
From curbside pickup to buy-online-pickup-in-store, Bloomie’s features an array of services, uniting the online experience with the convenient neighborhood location. Returns from any Bloomindale’s channel can be made at a returns dropbox. Shoppers can also take advantage of the customization desk for personalization and alteration services.
Bloomie’s stylists provide expertise across all categories, and are empowered by technology to serve customers on their terms. The employees can also access special finds from outside of Bloomie’s, from nearby Bloomingdale’s stores to the 59th Street flagship, as well as work with Bloomingdales.com customers completely digitally.
In addition, the stylists make house calls. The first-ever Bloomie’s van offers in-home stylist appointments and special deliveries.
In conjunction with the opening of the first Bloomie’s store, Bloomingdale’s has relaunched the “Bloomie’s” brand, its exclusive namesake brand that draws inspiration from Bloomingdale’s heritage. The first collection includes 35 special pieces from varsity jackets to combat boots to a special edition Zippo lighter. The collection is available exclusively at Bloomie’s, Bloomingdale’s 59th Street flagship, and Bloomingdales.com. And, each season, Bloomie’s will launch two drops, including limited-edition collaborations with every collection.
“Bloomie’s is designed to be a more convenient and casual concept that fits into our customer’s everyday lifestyle,” said Tony Spring, CEO, Bloomingdale’s "And, with our staff of stylists, omni services, lively restaurant, and elevated assortment, Bloomie’s can be their favorite neighborhood store.”
This is not Bloomingdale’s first downsized format, but it is its smallest to date. The retailer has two stores that come in at around 80,000-sq.-ft., with one in Manhattan’s SoHo district and the other at Glendale Galleria in Glendale, Calif.
The new Bloomie’s concept is part of Macy’s Inc.’s overall three-year “Polaris” strategy that includes closing about 125 Macy’s stores and expanding its off-price and off-mall retail concepts.
[Read More: Shoppers can ‘pay in 4’ across all Macy’s brands]
Bloomingdale's, a division of Macy's, currently operates 33 Bloomingdale’s stores and 21 Bloomingdale’s, The Outlet Stores and 1 Bloomie’s location. In addition, Bloomingdale's has an international presence with a location in Dubai.