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Dive Brief:

  • Marking its first home-focused partnership within its pop-up series, Nordstrom on Friday announced Parachute is the latest to join its [email protected] concept.
  • Parachute will bring products like bedding, robes, pillows, loungewear, towels, rugs and quilts to Nordstrom’s website and nine of its stores, according to a press release emailed to Retail Dive.
  • The pop-up shop will also feature other brands to complement Parachute’s offering, including Courant, Hario Coffee and Penguin Random House.

Dive Insight:

Nordstrom has turned to the home category for the latest installment of its pop-up concept.

[email protected] launched in 2013 under the leadership of Olivia Kim, who joined the retailer from Opening Ceremony to direct its Creative Projects business. The concept brought in a rotating roster of brands to host pop-ups at the department store. Brands like Warby Parker, Goop and Casper have been included in the series.

For Parachute’s part, the pop-up helps expand its physical presence even further. The DTC home brand operates just under 20 standalone stores, but the partnership with Nordstrom provides it with a relatively low-risk way to enter new markets and attract a different set of customers. The pop-up will be featured in nine of Nordstrom’s stores, including two in Canada where Parachute doesn’t currently have stores.

Courtesy of Parachute


“We are excited to bring the world of Parachute to Nordstrom and introduce their cozy home essentials to our customers,” Kim, Nordstrom’s vice president of Creative Projects and Home, said in a statement. “Our goal is to help our customers look good and feel their best, and that includes their homes – we love that the brand is rooted in comfort, but also in style and design. We’re excited to bring the experience to life in stores and online, giving our customers the opportunity to transform their most personal and favorite spaces with some of our favorite Parachute pieces.”

And while the partnership allows Nordstrom to expand beyond the apparel and footwear it’s become known for, it also comes as demand for home goods is waning from pandemic highs and consumers are beginning to pull back on discretionary spending. The department store, however, is better positioned to withstand economic pressures as it attracts a wealthier consumer that appears to be less affected by inflation, CEO Erik Nordstrom said during a Telsey Advisory Group fireside chat earlier this month.

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