Glossier will open seven temporary shops within Nordstrom’s US locations, including its new flagship location in New York.
Glossier, a US beauty brand, is on its way to team up with Nordstrom, a US-based chain of luxury department stores. According to sources, it will use a retail tie-up with Nordstrom to sell its popular Glossier You fragrance at pop-up or temporary shops within seven of Nordstrom’s brick-and-mortar stores. The fragrance is one of the products with highest rating on Glossier.com and was launched a couple of years ago. One of the mini shops that Glossier has planned to open to sell Glossier You may be located at Nordstrom’s new flagship store in New York. Sources say Glossier will open the temporary shops from December 2019 through February 2020.
“Fragrance is an extremely personal category – one that individuals understandably prefer to discover in person – and for fragrance, department stores are the largest channel, accounting for nearly a quarter of all fragrance sales in the US,” told Emily Weiss, Founder and CEO of Glossier, to CNBC.
Tie-up with Nordstrom to help Glossier gain exposure to more potential customers
Nordstrom carries a history of being a desired partner for up-and-coming ecommerce brands looking for expansion. “We feel confident that Glossier will be able to maintain its extremely high bar for customer experience with Nordstrom as our partner,” said Weiss.
Glossier has gained more success through its online business, although it has run its own pop-up shops in London, Miami, Austin, and Boston. Teaming up with Nordstrom will help Glossier to gain exposure to more number of shoppers who are currently not in close proximity to one of its stores in Los Angeles and New York. According to Weiss, Glossier was largely involved in the hiring and training of sales associates who will work at its seven temporary shops within Nordstrom’s stores. It will open the shops at Nordstrom’s locations in New York, California, Washington, D.C., Houston, Dallas, Chicago, and Seattle.