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BaubleBar Opens at 35 Nordstrom Stores Today

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BaubleBar is opening pop-up shops at 35 Nordstrom stores across the country including Philly's King of Prussia mall, DC's Tyson's Corner and Pentagon City as well as locations in San Diego, Los Angeles, San Francisco, Tampa, Chicago, Austin, Dallas, Houston, Seattle and more. 60 pieces can be found in BaubleBar's Nordstrom space, while 15 will be exclusively sold on the department store's site. Those, found here, will retail for between $24 and $68.

According to founders Jain and Daniella Yacobovsky, this and other efforts with previous pop-up shops, plus a monthly collaboration with Anthropologie, are a quick substitute for their own store concept. Or, as Jain told WWD, "We had tested offline in a few different pop-up concepts, but that last summer we saw a couple of customer behaviors that made us realize we needed to move fast in terms of offering physical retail to customers. A lot of online-first brands have seen this happen."

· E-tailers Make Major Brick-and-Mortar Play [WWD]
· BaubleBar Pops Up at Nordstrom at Tysons and Pentagon City [Racked DC]