What: Focusing on three “pillar” categories (kitchen and tabletop, home textiles and home décor) and not selling big-ticket furniture, beds or major appliances, Nordstrom's New York 57th Street flagship's new home shop gives a good indication of where the retailer is elevating the category.

Why it is important: Pre-Covid, Nordstrom didn't have a lot of authority in the home area but started gradually to build its home assortment, primarily sheets, towels, decor and cookware.

The new home store is a 2-level 5,520 square feet space located near the corner of Broadway and 57th Street. There are entrances from the street and inside on the second floor, with a staircase connecting the levels, creating a duplex-like store-within-a-store.

The home space formerly housed a Nordstrom x Nike concept shop and revolving shops for brand “takeovers.” Before, home was on a lower level in less space where kids has expanded into. The Nike shop shifted to a lower women’s shoe floor.

Nordstrom has established several partnerships with direct-to-consumer brands that previously never had a presence inside a brick-and-mortar store. A number of local New York City brands founded by women are also displayed. There are also gifts and novelty items, much of it targeting tourists. The space is a mix of independent small makers, established designers and renowned institutions rooted in the city itself to support local businesses, stressing the importance of connecting to local communities.

A full Nordstrom Home experience is not currently planned for all doors, however all stores will have some expression of home items, especially at key moments like Holiday and Anniversary Sale. In certain locations, home is getting greater square footage by taking space from “outsized” departments.

How Nordstrom Boosts an Underplayed Business