Nordstrom (NYSE:JWN) has made a deal with Madewell, an old workwear label that was reinvented into a division of the J. Crew Group. Madewell, both a physical retailer with 85 stores and an online distributor, will begin selling on Nordstrom.com on March 2, and in 15 Nordstrom stores on March 6, reported Women's Wear Daily.
The company dates back to 1937 and got a trendier makeover in 2007 by Millard Drexler, the chairman and CEO of J. Crew Group, after he purchased the trademark and sold it to J. Crew.
Drexler made over the Madewell design team and changed the focus to resonate with more consumers that were young and hip, with a casual tomboy appeal and a taste for denim. The brand is designed and operated separately from J. Crew.
In the third quarter, Madewell's revenues were up 32 percent.
Nordstrom has made similar agreements, in an effort to court millennials, including partnerships with TopShop and BaubleBar.
Keeping up its popularity, Nordstrom recently topped the list of consumers' favorite fashion retailers for the third year in a row, according to a study by Market Force Information. Last November, the department store was also at the top of the list for most engaged retail brand on Pinterest, according to a recent data collection on Curalate.
-See this Women's Wear Daily article
Nordstrom, Footlocker shoppers' favorite retailers
Macy's, Nordstrom pilot 7-ft. 'digital storefront' inside mall
Nordstrom most engaged brand on Pinterest
Costco, Nordstrom among retailers refusing to open on Thanksgiving
Shoes of Prey launches store-in-store at Nordstrom