BaubleBar raises $10 million, expands Nordstrom partnership

BaubleBar announced it raised an additional $10 million in venture capital to continue fueling its growth, including a greater presence in Nordstrom (NYSE:JWN) stores throughout the United States.

The new funding brings the fashion jewelry e-tailer's total investments to almost $16 million, reported Forbes. Led by Burch Creative Capital—run by Chris Burch, founder of lifestyle brand C. Wonder and ex-husband to Tory Burch—the Series B round included investors Accel and Graylock Partners, as well as TriplePoint Capital, Comcast Ventures and Aspect Capital.

BaubleBar also announced the expansion from 35 Nordstrom locations to all 117 U.S. locations as well as on Nordstrom's website. The two retailers first partnered up back in March as part of Nordstrom's strategy to target more teenage shoppers.

BaubleBar is experimenting with its own pop-up shop in Manhattan's Flatiron district. The goal for both moves was strategic in that, on average, shoppers spend three times as much in physical stores as they do online, BaubleBar co-founders Amy Jain and Daniella Yacobovsy told Forbes. Offline sales accounted for 20 percent of the retailer's revenue last year.

BaubleBar is one of many online retailers choosing to open physical stores. Earlier this month, Birchbox opened its first brick-and-mortar in downtown Manhattan, and last year Warby Parker opened its first physical store after two years of testing the store-within-store concept.

"Daniella and I believed since day one that offline presence would be important to build the brand, talk to our customers, and to achieve the vision and scale we'd envisioned," Jain told Fortune. Jewelry shopping in stores is a fun experience, she says, "But when you shop online, it's easy to talk yourself out of [buying something]. It isn't about the higher spend. It's about [the customer] purchasing outside her comfort zone, which is exactly what we want."

Last year BaubleBar started getting calls from Nordstrom and another new partner—Anthropologie (NASDAQ:URBN). Jain said both stores fit the retailer's ideal target demographics and are highly invested in jewelry sales and marketing.

BaubleBar averages more than 1,000 orders per day, 1.3 million monthly visitors and 85 percent organic traffic, according to Fashion Times.

For more:
-See this Fortune article
-See this Fashion Times article

Related stories:
BaubleBar pops up in Nordstrom stores
Macy's, Nordstrom pilot 7-ft. 'digital storefront' inside mall
Nordstrom to invest a bigger spend on mobile execution in 2014
Macy's turns to YouTube to grab millennials
Sephora realizes 150 percent growth in mobile