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.
This story originally appeared in Racked’s daily newsletter. Want more news from Racked? Sign up for our newsletter here.
Things are moving fast over at Everlane, the fashion startup known for high-quality basics that’s seen as a J.Crew competitor. Over the summer, Racked reported the company was opening its first permanent store in San Francisco this fall; the brand also just launched denim.
Now the company is going after its very first wholesale partnership by inking a deal with Nordstrom. From September 29th through November 12th, Everlane will be available in department store locations in California (Los Angeles and Costa Mesa), Washington (Seattle and Bellevue), Canada (Vancouver and Toronto), Dallas, and Chicago, and also on the Nordstrom site. The partnership is part of Pop-In@Nordstrom, a shop-in-shop initiative of Olivia Kim’s, Nordstrom’s vice president of creative projects. Pop-In@Nordstrom has previously featured Goop, Opening Ceremony, and Alexander Wang.
This relationship is symbiotic. The venture-backed Everlane is looking to expand, and working with Nordstrom is an easy way to get in front of new shoppers without having to invest in more of its own stores. Although Nordstrom’s digital sales are up, its foot traffic and in-store sales are declining; the company has been vocal about wanting to breathe life into the department store space, so linking up with a digital-first brand like Everlane makes sense.
Though the shop will only be open for six weeks, it’s possible Nordstrom will end up carrying Everlane longterm, in the vein of its Bonobos and Draper James deals. And even if it doesn’t, this sends yet another signal that Nordstrom is trying to find its own way to entice shoppers instead of choosing to forge a relationship with retail’s most-hated player, like some other struggling department stores.