Adding to an already successful year, Everlane, a startup selling high-quality clothing basics, just announced a partnership with Nordstrom. From Sept. 29 through Nov. 12, Everlane will be available in department store locations in California, Washington, Canada, Dallas and Chicago, and also on Nordstrom's website. The partnership is part of Pop-In@Nordstrom, a shop-in-shop initiative that has previously featured Goop and Alexander Wang. Though the Everlane shop will only be open for six weeks, it’s a possibility that Nordstrom ends up carrying the brand long term (as it did with Bonobos and Draper James).
Total Retail’s Take: Over the summer, Everlane opened its first store in San Francisco, and this fall is launching a line of denim. This partnership with Nordstrom expands on Everlane's recent success by getting the brand in front of more shoppers. For Nordstrom, this move aligns with its new strategy to increase store foot traffic and sales by partnering with hip, digital-native brands. Partnering with Everlane will breathe some new life into the department store without forcing it to sell product on Amazon.com, like other retailers have recently chosen to do.