Nike and Nordstrom open shop-in-shop concept

By

Obi Anyanwu

Published
Sep 30, 2016

Nordstrom this month opened a new concept shop with Nike at the Nordstrom CF Toronto Easton Centre. The ‘Nordstrom x Nike’ sneaker boutique was developed by Olivia Kim, the President of Creative Projects at Nordstrom, and the Nordstrom Creative Projects team.
 

The sneaker boutique concept is a women’s-only lifestyle shop that houses limited-edition products that are introduced each month, and curated collections of activewear, sneakers, accessories and tech. Nordstrom x Nike is a follow up to the Nike Pop-In@Nordstrom shop that focused on activewear and fitness, but this time the boutique focuses more on how female customers shop and wear Nike.
 
“We know our customer loves Nike, and rather than build her a fitness-only shop, we looked at how she really wears it in her daily life,” Kim said. “It’s not Nike head-to-toe. She’ll wear exclusive sneakers with her favorite denim, a designer handbag, an amazing jacket and a special nail polish color – we have all of this all in one place. We wanted to give her what she wants and needs through an entirely new space and service model.”

Ads

Nordstrom in September officially opened at CF Toronto Easton Centre, which marked as the retailer’s second international flagship to open. The Toronto Easton Centre store is also Nordstrom’s fourth Canadian location to open. The 220,000-square-foot store is home to several amenities including a 24-hour express service and two-hour delivery service, and brands like Madewell, which has a special partnership with Nordstrom.
 
The Nordstrom x Nike boutique is slated to open at the Nordstrom Downtown Seattle store on October 15 and the Nordstrom Michigan Avenue store in Chicago on November 15. Nordstrom will also open at Yorkdale Shopping Centre in Canada on October 21.