Glossier expands presence in 7 Nordstrom retail outlets
Glossier, the popular direct-to-consumer beauty brand, has announced a partnership with Nordstrom that will see the brand's fragrance, Glossier You, showcased in shopping experiences at seven Nordstrom locations across the US.
The partnership, which will last through Valentine's Day, marks a slight divergence from Glossier's usual focus on makeup and skincare products. Emily Weiss, Glossier's founder and CEO, stated that the move is aimed at meeting people where they are shopping for fragrance during the busiest time of the year.
Nordstrom, known for being the department store of choice for many digitally native brands, has already sold Bonobos, Away, and Allbirds. This partnership with Glossier is another step in Nordstrom's efforts to attract and cater to the digital-first consumer.
Glossier has opened temporary locations at the Nordstrom stores in Seattle, New York City, Chicago, Dallas, Houston, Washington, D.C., and Santa Anita, California. These activations will be open from Dec. 3 through Feb. 16.
The shopping experiences are designed to highlight Glossier's Glossier You fragrance. Weiss mentioned that nearly a quarter of all fragrance sales came from department stores last year, and that 78% of U.S. fragrance sales came from brick and mortar stores last year. This suggests that customers are less willing to buy fragrance online, making offline experiences valuable opportunities for learning and experimentation.
Glossier views these activations as a chance to test the Glossier You fragrance and expand its physical retail presence. The brand's "Offline Editors" will be managing the shop-in-shops at Nordstrom, providing customers with direct product interaction and enhancing the overall shopping experience.
The Austin pop-up of Glossier is open through Dec. 8, and the brand had several side-by-side pop-ups in Boston's Seaport shopping district in September. Glossier also has two permanent stores in Los Angeles and New York City.
This partnership with Nordstrom is a test of the Glossier You fragrance, and the fragrance is the only Glossier product that will be sold at the Nordstrom locations. Temporary locations have become a mainstay of direct-to-consumer brands, and Glossier is no exception.
In conclusion, Glossier's partnership with Nordstrom is an exciting development for both brands. It provides Glossier with the opportunity to test its fragrance and expand its physical retail presence, while Nordstrom continues to attract digital-first consumers with its partnerships with innovative brands like Glossier.
