Online lingerie retailer Adore Me has become the latest online-only retailer to use Nordstrom Inc. to reach consumers in stores.
Adore Me, which ranked No. 634 in the Internet Retailer 2015 Second 500 Guide, will sell select products in five Nordstrom stores in California, Colorado, New Jersey and Washington state. The company also will sell through Nordstrom’s flagship website, Nordstrom.com.
This isn’t the first time Adore Me has established a presence in a bricks-and-mortar store, though it is the first time it has done beyond its own location. The company opened a pop-up location in time for Valentine’s Day this year at the Hudson Hotel in New York City. When that pop-up launched, a spokeswoman told Internet Retailer that Adore Me planned to open more branded stores this year, though she didn’t specify when or where. The retailer also has a showroom in New York available by appointment only, near Times Square.
“Partnering with Nordstrom is part of Adore Me’s growth strategy, which started with the opening of the first Adore Me showroom in our headquarters in NYC,” said Adore Me founder and CEO Morgan Hermand-Waiche. “Nordstrom is a great fit in establishing Adore Me’s credibility in the fashion industry.”
Nordstrom, No. 18 in the Internet Retailer 2016 Top 500 Guide, has established a strategic partnership with other online-only retailers in the past. Online jewelry retailer Blue Nile (No. 82) first tried store-based selling in 2013 by opening jewelry showcases in two Nordstrom stores where shoppers could try on products before purchasing them online.