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Dive brief:
- Large size luxury clothing company 11 Honoré Wednesday entered into an exclusive partnership with Nordstrom, according to a spokesperson for Nordstrom.
- Nordstrom is 11 Honoré’s first business partner, and the collaboration kicked off online and “in multiple doors,” according to an 11 Honoré spokesperson. The collection, created by Danielle Williams Eke, will be available in two drops. Drop one will cost between $ 128 and $ 248 with 14 styles. Drop two is scheduled for late October with 14 new styles.
- Nordstrom was one of a group of investors who helped raise $ 10 million for 11 Honoré in 2019. The department store also hosted 11 Honoré trunk lounges.
Dive overview:
An exclusive retail agreement with 11 Honoré allows Nordstrom to deepen its product offering with large designer brands. Since its creation, 11 Honoré has worked with designers to expand their size ranges and championed the idea that offering luxury clothing to a large audience is a wise business decision.
“Nordstrom’s commitment to inclusivity aligns perfectly with our mission as the premier size-inclusive retailer and we are delighted that the Honoré 11 collection is reaching more women through Nordstrom retail channels,” Patrick Herning, founder of 11 Honoré, said in a statement.
Nordstrom is in the midst of a series of new brand partnerships. This is part of a strategic goal announced earlier this year to expand its assortment from around 300,000 items to over 1.5 million over the next three to five years. This plan also includes the reduction of its traditional wholesale business, which typically supplies 85% of its assortment, to provide 50% by introducing a model that shares revenues and risks, as well as an increase in drop-shipments and concessions. .
The retailer focused on partnering with DTC brands and, as early as 2012, showed interest in online clothing retailers when it invested $ 16.4 million in men’s clothing brand Bonobos. (The company will then be bought by Walmart in 2017.) More recently, the department store has partnered with Everlane, Reformation, Glossier and Boy Smells. And last year, the company teamed up with DTC sweetheart Casper to sell mattresses and sleep accessories in select stores and on its website.
Then, in June, Nordstrom took another step to diversify its clothing offering by announcing that Indochino would open 21 boutiques in its stores nationwide. The partnership offers a bespoke suit option for customers and expands the men’s category for the department store.
Nordstrom has expanded other partnerships this year. Over the summer, the department store acquired a minority stake in the TopShop, The man at the top, To lack Selfridge and HIIT brands. Nordstrom was the exclusive distributor in the United States of Topshop and The man at the top since 2012.
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