What: the retailer is aggressively introducing active labels, across the athleisure, performance wear and fitness gear categories

Why is it important: Nordstrom plans to become a stronger destination for active categories

The department store is rapidly introducing labels and products never before offered by the retailer, the goal being to carry 75 new labels to Nordstrom, Nordstrom Rack stores and websites. Brands being introduced in March include Eleven by Venus Williams, Bad Birdie, and Gramicci, and among the brands that were introduced within the last three months are IVL, Outdoor Voices, Brooks Running, On Running, Malbon Golf, and Parks Project. For fitness and training, Nordstrom recently began selling items like Bala weighted bangles, Sweaty Betty running gloves, Topo Designs hiking backpacks, Smith snow helmets and ski goggles, and Yoga Design Lab yoga mats.

Also new to the mix: Hyperice and Theragun massage devices, and digital fitness equipment such as the smart Tangram Jump Rope, which syncs to one’s phone to track jump counts, and Tonal, a high-tech, at-home digital weight and personalized coaching system.

Nordstrom’s strategy to become a stronger destination for active is internally designated “active ambition.” It’s a key element in the retailer’s strategy for long-term growth and it’s logical considering the nation’s interest in health and fitness has only intensified with COVID-19.

In December, Nordstrom launched an active microsite, enabling customers to search for active brands by activity or category for the whole family. On the microsite, shoppers can also find fitness and wellness advice, expert tips, and product and performance guides to support fitness and wellness goals.

Currently, Nordstrom has more than 200 brands in its active portfolio including men’s, women’s, kid’s, shoes and athletic gear divisions, though the mix constantly changes and evolves depending on customer preferences.

Nordstrom’s in-house Zella private brand, Nike, Adidas, The North Face, Canada Goose, Sweaty Betty, Ivy Park, Beyond Yoga, Alo, Vuori and Rhone are among the retailer’s important active collections. In athletic shoes and sneakers, key brands have been Hoka, Brooks, On Running, Asics and Teva, to name a few.

Nordstrom Pumps Up Active