The Black Tux to Open Showrooms in 6 Nordstrom Locations
Nordstrom is unveiling showrooms for the tux rental startup The Black Tux in six stores over the next six weeks, starting with its Mission Viejo, Calif. location. The partnership could expand more widely if the initial rollout goes well. None of the Nordstrom stores are located in cities where The Black Tux has, or has immediate plans to open, its own showrooms. The Black Tux makes its own modern-cut tuxedos and suits that it rents for prices starting at $95. Shoppers who visit a Nordstrom location can get measured and try on a selection of Black Tux tuxedos, and then place rental orders for delivery to their homes. The showrooms will carry limited inventory so you won’t be able to walk out with the goods.
Total Retail’s Take: The Nordstrom/Black Tux partnership is the latest example of a department store teaming up with a digital-first startup. In November, Neiman Marcus partnered with Rent the Runway to open store-within-store concepts. Department stores are trying to lure younger shoppers (i.e., millennials) into its stores — the average Black Tux customer is just 29 years old. The Black Tux also generates about 90 percent of its revenue from online orders, but hopes the Nordstrom partnership will generate more in-store interest and orders.