Following the introduction of its men's store last year and the opening a seven-story flagship store this fall in New York, upscale department-store chain Nordstrom will open two small Nordstrom outposts in the city in September. Located in the West Village and on the Upper East Side, they are part of the new Nordstrom Local chain. The two smaller stores will not carry merchandise, they will be hubs for online pickups and returns, as well as services like tailoring and personal styling. The company's research showed that many Manhattanites don't particularly want to leave their neighborhoods if they can help it, a crucial reason for adding the hubs. "We want to use this as a way to complement our footprint, not double down, where we know we have customers" Shea Jensen, Nordstrom's senior vice president of customer experience, said.

The new locations add to the ambitious push that the Seattle-based Nordstrom has been making in New York. By the end of 2019, there will be six Nordstrom locations in Manhattan: the flagship, which will include women's merchandise; the men's store; two Nordstrom Racks; and the two Local hubs.

Nordstrom Local was introduced in 2017 in Los Angeles, where it now operates three shops. Some offer individual services, like manicures or shoe repair, based on their location. But their biggest appeal seems to be the convenience they provide for online orders and alterations. The company said customers who visited a Local spent on average two and a half times what other Nordstrom shoppers did and made returns earlier, which allows the retailer to turn its inventory faster.

Nordstrom local visit will be part of the Retail Study Tour organised by the IADS from 10-12 June 2019. Registrations are still opened!

registrater to the iads retail study tour in los angeles