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Nordstrom Local opens on Melrose Place — without clothing racks
The store has stylists, a juice bar and manicurists
The department store behind Nordstrom Rack is losing the rack.
Nordstrom Local, a 3,000-square-foot shop on Melrose Place in Beverly Grove, is deviating from Nordstrom’s traditional department store offerings and serving up personal stylists and other experiences instead, the Los Angeles Times reported.
Instead of traditional store with clothing racks, the newly opened spot has a bar equipped with wine, beer, coffee and pressed juice, a Nail Bar and personal stylists offering consultations and curated items. Customers can also exchange, tailor or pick up items purchased online.
The store is designed around a one-stop shopping approach and accommodates Nordstrom’s Trunk Club, which offers personalized, designer clothes to consumers.
The 3,000-square-foot boutique is a fraction of its traditional 140,000-square-foot spaces. The Beverly Grove location is a trial run for the concept, which suggests one way for retailers to stay relevant as shoppers flock online.
On the same day as Nordstrom Local’s opening, the department store opened a 154,000-square-foot location at Westfield Century City mall. The mall recently underwent a $1 billion two-year renovation, adding cryotherapy, “frictionless parking” and a VIP service.
The Seattle-based company operates 121 traditional Nordstrom stores in the U.S. and Canada, 224 Nordstrom Racks discounted stores, two Jeffrey boutiques and two clearance stores. [LAT] – Natalie Hoberman