Shoes of Prey launches store-in-store at Nordstrom

Shoes of Prey has signed a deal with Nordstrom to open shops in department store locations in Seattle, California, New Jersey and Illinois. The shop-in-shop will also appear in Nordstrom's (NYSE:JWN) New York location when it opens in 18 months.

Shoes of Prey will not sell ready-to-wear shoes, but rather will help customers design their own shoes by customizing length and width, heel height, style, color, pattern and fabric, reported The Age.

"We are presenting something that's unique," co-founder Jodie Fox told The Age. Fox started commissioning her own shoes 10 years ago and launched the company in 2009. "[Nordstrom] turns away hundreds of women every day because they don't have their size."

Fox believes that the deal could triple the online shoe retailer's sales due to the size of the store's reach. In January of last year, Shoes of Prey opened its first concept store in David Jones' Elizabeth Street store. The store won the 2013 World Retail Award.

Outside of Australia, the United States is Shoes of Prey's second biggest market. The company is considering setting up stand-alone stores in the United States.  

Online and e-commerce offerings have recently helped to boost traffic and sales for department stores, especially Nordstrom. The success of its e-commerce channel was reflected in the second quarter when it announced a 22 percent increase in internet sales of Haute Look, and mail order. In addition, Nordstrom acquired Trunk Club in July for $350 million. The men's clothing service is expected to grow sales 150 percent in 2014 and is generating a profit.

For more:
-See this The Age article

Related stories:
Nordstrom invests $79M in online distribution center
Nordstrom to invest a bigger spend on mobile execution in 2014
Nordstrom partners with internet jeweler for ring-shopping experiment
Nordstrom pulls plug on gift-giving service Wantful
Nordstrom illustrates why mobile may change the rules on third-parties