Nordstrom was historically less of a “department store” than most, having little to offer beyond apparel and footwear, a reflection of its origins as a Seattle shoe store.
Reacting to the demand for active apparel and gear by partnering with Tonal, in a way, creates the kind of department not usually found at Nordstrom, with equipment and tech alongside apparel. The spaces also allow for trial workouts, per the release.
In some ways it’s a departure for Nordstrom. With apparel sales growth ebbing, especially in the more formal occasion and work categories that have been in focus at Nordstrom, some analysts were already worried about its prospects. During the pandemic, which has only exacerbated such trends, the retailer has struggled to meet demand in areas outside of its wheelhouse, including home.Retail Dive