Nordstrom Rack debuts home collection online

Nordstrom Rack's (NYSE:JWN) online store is adding the home department, following the rollout of the category in stores.

Of the 178 Nordstrom Rack stores, 162 currently sell home products, Women's Wear Daily reported. The new homeware offerings have been entering locations for the last 18 months. The decision to also offer home goods online was a result of customer feedback, according to Terry Boyle, president of NordstromRack.com and HauteLook.

The move to e-commerce was also planned to be up and running before the popular holiday season.

"We're obviously not right now a home destination, so I think it's a nice addition," Boyle told Women's Wear Daily. "The types of products and categories we're in [currently] tend to be smaller and lower price point."

Launching on Nordstrom Rack's online store allows the retailer to sell larger furniture items that would take up too much floor space in a physical store. Plus, the e-commerce platform's 90-day in-store return policy makes it a point of differentiation from competitors selling home products online.

Nordstrom launched a new e-commerce site last spring and a mobile app for Nordstrom Rack on a shared platform with HauteLook, the company's flash sale business. Nordstrom Rack has been a strong addition to the brand line. Rack stores outperformed Nordstrom's full-line stores in 2013, posting same-store sales gains of 2.7 percent, compared to a 2.1 percent decline for the full-line stores.

For more:
-See this Women's Wear Daily article (subscription required)

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