Nordstrom to grow online product assortment via new digital marketplace

Nordstrom is rolling out a new digital marketplace as it looks to provide customers with a greater selection of products, brands and sizes online.

The department store retailer said  the new digital offering will enhance its existing assortment by offering the “full expression” of its popular brands, including greater size inclusivity, as well as offering new and relevant brands. It will also also accelerate the expansion of its assortment to support its younger customers.  

“Nordstrom’s digital marketplace represents one way we are expanding our online assortment beyond traditional wholesale partnerships,” said Miguel Almeida, president of digital and customer experience, Nordstrom, in a Q&A on the retailer’s website. “This unowned inventory model allows us to offer the full expression of our best brands and expands the depth of products and sizes we offer to our customers.”

Almeida noted that Nordstrom.com is the company’s largest flagship store and gives it he opportunity to offer new and existing customers more choices for more occasions. 

“Our goal isn’t to be the everything store, but to offer customers more breadth, depth and newness in the categories that they come to us for, from some of the most coveted brands in the market,” he said.

Customers will also start to see improvements to the online shopping experience. Through personalized recommendations and “thoughtful” curation, the marketplace will make it easier for customers to shop for their favorite brands and discover new ones, the company said.

“We have enhanced our search feature for seamless navigation, surfacing relevant product and brand recommendations based on past customer engagement and targeting customers with relevant inspirational trend and styling content,” said Almeida. “We will continue to build upon this throughout the year by listening to our customers and letting them inform our journey.” 

Customers shopping Nordstrom’s marketplace will have the same access to services including loyalty benefits and customer care support as they do on any Nordstrom purchase.  

Brands that Nordstrom is offering through its marketplace this year include: AdoreMe, Alala, Ana Luisa, Cynthia Rowley, Derek Lam 10 Crosby, Deux Par Deux, Dia & Co, Dippin’ Daisy’s, DXL, La DoubleJ, Maison de Sabre, Mulberry, Natori, Onia, Tracksmith and many more.