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Nordstrom's (JWN) Store at SoNo Collection to Boost Sales

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Nordstrom, Inc.’s (JWN - Free Report) recent activities resonate well with the evolving retail industry. The company is focused on offering maximum choices to customers and enhancing their shopping experience. With regard to this, the fashion retailer recently inaugurated a store at the SoNo Collection mall in Norwalk, CT. Nordstrom’s three-level, 140,000 square feet outlet marks its second full-line store in the state. The company had opened its first full-line store at Westfarms Mall in 1997. The company is also scheduled to open another store in the East Coast this fall.

Within this store, Nordstrom introduced Express Services — the latest service concept to facilitate in-store and online shopping. This 2,700-square feet department area enables customers to pick-up online orders, issue express returns and access alterations as well as tailoring services. The department also includes services like Curbside Pickup, Personal Styling and more.

The new outlet at the SoNo Collection, with a brand-new service concept, offers modern beauty and wellness experience along with inclusive offering of clothing and accessories. The store design, which connects the shoppers’ experience to the outer world, has lighter fixtures and windows with natural light.

Featuring top women's apparel brands — rag & bone, Veronica Beard, Missoni, Carolina, Madewell and more than 35 Nordstrom-made labels — the store is expected to become a one-stop destination. In the shoes category, customers can avail brands like NIKE (NKE - Free Report) , Christian Louboutin and various Nordstrom-exclusive styles. In addition, the outlet houses four handbag boutiques — Chloe, Givenchy, Longchamp and Mansur Gavriel.

In the men's category, shoes and clothing include brands like Ksubi, Norse Projects, Madewell Men, Patagonia and more. Moreover, the Kid's Wear department has Tucker + Tate, Miles Baby and Mini Boden. Apart from these brands, the outlet features an At Home department, a bistro-style restaurant Bazille and Ebar.

In the beauty section, latest wellness concepts and haircare tools, with popular brands like Chanel, Diptyque, Charlotte Tilbury, can be availed. In addition, beauty services comprise a boutique brow experience with the Anastasia method, manicures and pedicures using plant-based products as well as light salon with the latest LED technology.

We note that Nordstrom is focusing on store-expansion strategy to expand its market share. The opening of new stores is expected to attract customers and boost the company’s top line. The company is keen on expanding domestic footprint apart from progressing well with its expansion in Canada. As of Aug 3, 2019, it has introduced three stores, closed two and relocated one outlet. Moreover, the company introduced a men’s store in New York City and is on track to open a women’s store in October 2019.

Price Performance

These efforts have aided this Zacks Rank #3 (Hold) stock to gain 13.7% in the past three months against the industry’s 14.2% decline.

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