Nordstrom (NYSE:JWN) has announced a new partnership with Warby Parker to create a rotating pop-in inside the national department store chain. Curated by Olivia Kim, Nordstrom's director of creative products, the pop-up will get a new theme or collaborator each month and show up in select Nordstrom locations, as well as online.
In addition to existing Warby Parker glasses, the brand designed four exclusive new styles for Nordstrom and a curated selection of accessories including books, notecards and clutches, reported Fashionista.
Earlier this year, Warby Parker announced it would rapidly expand its brand in free-standing stores and now operates independent locations in New York, Chicago, Los Angeles, Boston, Dallas and Atlanta. The plunge into brick-and-mortar space was fueled by raising $100 million in venture capital earlier this year. This is the first time that its collection will be sold by another retailer.
"We've always had a lot of respect for Nordstrom as a retailer, in particular their emphasis on providing great customer service," Warby Parker co-founder Dave Gilboa told Fashionista. "We've had conversations with other national retailers, but none of those partnerships felt like they made sense from a customer service perspective."
Gilboa said the pop-in is a way to introduce Warby Parker to a new customer base. He described the partnership as a test similar to the pop-ups the company opened before establishing permanent locations.
Nordstrom has partnered with several up-and-coming brands in the last few years to create in-store "pop-ins" for names such as BaubleBar and TopShop.
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