Nordstrom's (NYSE: JWN) quest to appeal to younger shoppers continues with the addition of BaubleBar, a pop-up jewelry collection from the online retailer.
BaubleBar shop-in-shops debuted today in 35 Nordstrom locations and online. The collection is priced to appeal to the same younger shoppers Nordstrom is wooing with another retail collaboration with fast-fashion chain, TopShop.
Known for big costume jewelry, BaubleBar items range in price from $24 to $68.
Nordstrom has been expanding beyond its well-heeled shopper base by targeting millennials and discount shoppers.
In 2012, the retailer bought a minority stake in online menswear company Bonobos for $16 million in cash. In February 2011, the retailer bought flash sale site HauteLook for roughly $270 million in stock and integrated its growing Rack discount outlet business into the site.
The retailer also expanded Topshop collections to 41 stores from 14 in 2013, and repositioned the Savvy department to offer on-trend fashion at more accessible price points. "Both have attracted new and younger customers, while reflecting newness in fashion that have a halo effect across the entire offering," Blake Nordstrom, principal executive officer and president said during a conference call.
After years of revenue growth, same store sales at full-line department stores declined 2 percent for the most recently completed fiscal year. But the Nordstrom Rack discount division grew sales by more than 10 percent, online sales rose 30 percent and sales for HauteLook grew by 30 percent.
The retailer is betting that programs such as BaubleBar's in-store shops help turn the tide for full-line stores.
-See this Forbes story
-See this Nordstrom earnings call transcript
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