Reformation expands its brick-and-mortar footprint with a new wholesale deal at Nordstrom.

What happened
  • Reformation, which sells eco-conscious clothing online and at its 11 stores, will sell at Nordstrom, both on the department store’s site and at 30 of its stores. The deal also emerges after Reformation’s $25 million fundraise in December 2017, which the company said it will direct at growing its brick-and-mortar square footage.
Why it matters
  • The wholesale deal offers advantages to both Reformation and Nordstrom. For the former, it will introduce Reformation to newer and wider markets outside of its coastal hubs to places like Pennsylvania, Illinois and Colorado. While other direct-to-consumer brands including Allbirds, Everlane and Warby Parker have entered Nordstrom temporarily with Pop-In@Nordstrom, Reformation’s more committed wholesale relationship is meant to build awareness for the brand in addition to growing sales.
  • For Nordstrom, the Reformation deal will help breathe new life into the department store as it competes in an increasingly competitive market—giving it access to a coveted yet accessibly priced modern brand. In addition to the Pop-In concept, Nordstrom has been working to connect to customers in new ways; it is also planning to grow Nordstrom Local, its merchandise-free store that first launched in Los Angeles in October 2017 to serve customers with in-store pickup, online purchases, tailoring, styling and a nail salon. At only 3,000 square feet, the small-format locations are meant to acquire and retain new customers in the hope that these relationships will lead to sales.