Etsy Goes Mainstream With Collection for Nordstrom Bridal

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Etsy has long been a source for creative brides in search of unique wedding items, but a new partnership Nordstrom has the indie marketplace going mainstream.

Etsy has partnered with the Nordstrom Wedding Suite to offer items from five Etsy designers in select stores and online at Nordstrom.com. Wedding accessories like veils, reception décor, and bridesmaids gifts from four Etsy artists will be featured in select stores and on Nordstrom.com for approximately two months beginning today.

Etsy Wholesale is private platform launched in February where professional buyers for boutiques and other retailers can connect with juried artists, designers, and vintage vendors who offer wholesale. They've also partnered with modern furniture brand West Elm and are in talks with buyers from UncommonGoods, ModCloth, and various museum stores, according to a post on the Etsy blog.

Bridal seems like an especially apt category for Etsy wholesale, considering the pressure each bride feels to come up with a never-before-seen concept for everything from her jewelry to goodie bags for the guests. "Etsy aligns with the Wedding Suite in that we both want to make the journey as enjoyable as possible by becoming a trusted resource with a well-edited selection," Nordstrom's National Bridal Director Andrea Wasserman told Racked via email.

It's a clever partnership on both ends. Etsy's handmade touch is resonating with consumers—Forbes reports that sales jumped by more than a third last year, from $525.6 million in 2011 to $895.1 million in 2012. And meanwhile, family-run Nordstrom has always emphasized a personal approach to retail. Nordstrom can gently elevate Etsy creators, while Etsy can put a little funk in Nordstrom's merchandise, keeping it from getting too stuffy. Head here to check it out.
· What the Team at Etsy Wears to Work [Racked]
· Nordstrom Is the Country's Favorite Retailer, Says Survey [Racked]