It sounds like an oxymoron: Nordstrom, a high-end clothing retailer, opening a store without browsable product racks. But it’s true. The Nordstrom Local concept store launching this month in West Hollywood, California, will have zero stock.
Initially, customers walking in may be perplexed to not see clothing racks, but Nordstrom is banking on an experience that aligns with how today’s consumers shop. While consumers want options, they’re less interested in browsing vast amounts of inventory for just a few pieces. A typical Nordstrom store spans 140,000 sqft. The service-focused Nordstrom Local will occupy just 3,000 sq ft. with one styling suite and eight dressing rooms.
“As the retail landscape continues to transform at an unprecedented pace, the one thing we know that remains constant is that customers continue to value great service, speed and convenience,” said Shea Jensen, Nordstrom senior vice president of customer experience who led the Nordstrom Local initiative.
How exactly will Nordstrom Local work? Customers will make appointments online, over the phone, or in-person, for a free, no-pressure consultation with a personal stylist. The stylist will guide customers on their purchasing decisions, whether a whole new wardrobe or a gift for someone special. Stylists will select merchandise for the customer to try on in one of the eight available fitting rooms. While chatting fashion, the customer can enjoy a locally sourced cold-pressed juice, beer, or wine, or an espresso from the Nordstrom Ebar.
Additional services available from Nordstrom Local include manicures, on-site tailoring and alterations, and curbside merchandise pickup. Nordstrom Local includes same-day buy online, pickup in-store and offer same-day delivery. Trunk Club and Trunk Club Custom customers can meet at Nordstrom Local to see a Trunk Club stylists or return a trunk.
Nordstrom, Inc. operates 122 full-line stores in the United States and Canada, plus 224 Nordstrom Racks and seven Trunk Club clubhouses.