What: The “Happy Together” campaign marks the culmination of a year-long Bloomingdale’s x Burberry partnership, transforming the flagship with festive experiences and exclusive products.

Why it is important: This development highlights the effectiveness of innovative holiday activations and cross-brand partnerships in boosting sales and brand loyalty for luxury retailers.

Bloomingdale’s and Burberry have joined forces for the “Happy Together” campaign, a holiday initiative that transforms Bloomingdale’s 59th Street flagship into an immersive destination. The collaboration features exclusive Burberry collections, a takeover of The Carousel pop-up, and dedicated capsules across all categories, emphasising British craftsmanship and festive storytelling. The campaign extends to the store’s windows and facade, with a dramatic Burberry check scarf and themed displays, while a 360-degree digital marketing push amplifies the partnership’s reach. The initiative also includes philanthropic elements, such as limited-edition teddy bears supporting the Child Mind Institute and fundraising for No Kid Hungry. This partnership not only celebrates 70 years of shared history but also reflects both brands’ commitment to innovation, heritage, and customer engagement. The campaign’s blend of experiential retail, exclusive products, and community involvement positions Bloomingdale’s as a leader in holiday retail strategy, aiming to drive excitement, foot traffic, and brand loyalty during the crucial holiday season.

IADS Notes: Bloomingdale’s focus on experiential and collaborative retail, as seen in the “Happy Together” campaign, builds on recent initiatives such as the Yinka Ilori flagship takeover in September 2025 (WWD), CEO Olivier Bron’s customer-centric vision outlined in July 2025 (McKinsey), and strong Q1 2025 sales growth (WWD, May 2025). The resurgence of curated department stores was highlighted in September 2025 (BoF), while the “Wicked” holiday collaboration in October 2024 (WWD) reinforced the effectiveness of immersive campaigns. These sources collectively demonstrate how Bloomingdale’s has reinforced its position as a leader in curated, experience-driven department store retail.

Bloomingdale’s unveils ‘Happy Together’ campaign featuring Burberry collaboration