First Look: Nordstrom’s new home destination

Marianne Wilson
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Nordstrom Inc. has made a major move to expand its home goods business.

The department store retailer has opened an expansive home shop in its 320,000-sq.-ft. Manhattan flagship located at Broadway and West 57th Street. The two-level, 5,520-sq.-ft. Nordstrom Home shop is focused on three key categories: kitchen and tabletop; home textiles; and home décor. There is also a selection of gifts and novelty items, with much of it aimed at tourists.

The merchandise assortment ranges from established and prestige to brands and is across all price points.  Nordstrom Home also serves as a physical touchpoint for popular direct-to-consumer brands such as Bearaby, Casper, Great Jones, Open Spaces and others.

The new space echoes the natural light and open, flexible floor plan of the flagship’s overall design. It features an immersive room-by-room approach to each key area of the home with highlighted products on display including dedicated areas for the living room, office, bedroom, bathroom and kitchen, which has an interactive area that will be host to a rotating series of events.

“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,” said Olivia Kim, VP of creative projects at Nordstrom. “We wanted to create a style-focused destination for the home by bringing together the best brands out there, we hope that Nordstrom Home will spark a sense of discovery as our customers uncover new brands amongst some of the ones they know and love.”

Nordstrom Home will serve as an ever-evolving resource for design-forward merchandise, giving customers the opportunity to come across what’s next in home, including new brands, products, categories and experiences.  According to a report by Women’s Wear Daily, the complete Nordstrom Home experience is not currently planned for all Nordstrom locations, butfixtures and many of the brands featured will be rolled out to other Nordstrom stores.

[Read More: Nordstrom acquires stake in four fashion brands]