Nordstrom to open 21 Indochino custom apparel shops in stores

Dive Brief:

In a move that brings its custom apparel to "nearly every major market" in the U.S., Indochino on Wednesday announced that it is opening 21 shop-in-shops in Nordstrom stores nationwide, according to information sent to Retail Dive.
Shoppers work with Indochino salespeople to choose fabrics and customization options, including lapels, buttons, pockets, lining and monogramming. Apparel is then made to measure and sent directly to customers within two to three weeks. Nordstrom will offer complimentary alterations for all Indochino customers.
Ten Indochino locations are currently open in Nordstrom stores, and 11 more are scheduled to open between June 25 and July 2.

Dive Insight:

Providing a made-to-measure suiting option is one way Nordstrom is expanding its men's category.

"We have long admired Indochino as a leader in made to measure suiting and apparel and we are excited to bring the Nordstrom customer a new bespoke experience in our stores," Shea Jensen, executive vice president and general merchandise manager of women's and men's ready to wear at Nordstrom, said in a statement.

Indochino, which is known for its custom menswear, including suits, shirts and outerwear, has been expanding over the past few years. The brand began in 2007 as a pure-play e-commerce retailer and then launched brick-and-mortar locations which it dubs showrooms. Nordstrom has also experimented with a showroom strategy via Nordstrom Local — its series of merchandise-free concept stores in New York and Los Angeles.

The department store has brought on and invested in several digitally native brands over the years. In 2012, the retailer made a $16.4 million minority investment into menswear brand Bonobos, which it then sold online as well as in 20 of its full-line stores. (Bonobos went on to be purchased by Walmart for $310 million in 2017.) The company has also formed partnerships with companies like Everlane and Reformation.

In a similar move that brings a well-known brand into a department store, Hudson's Bay announced last week that it was partnering with Forever 21 in an effort to attract more millennial and Gen Z shoppers.