Nordstrom has turned to the home category for the latest installment of its pop-up concept.
Pop-In@Nordstrom launched in 2013 under the leadership of Olivia Kim, who joined the retailer from Opening Ceremony to direct its Creative Projects business. The concept brought in a rotating roster of brands to host pop-ups at the department store. Brands like Warby Parker, Goop and Casper have been included in the series.
For Parachute’s part, the pop-up helps expand its physical presence even further. The DTC home brand operates just under 20 standalone stores, but the partnership with Nordstrom provides it with a relatively low-risk way to enter new markets and attract a different set of customers. The pop-up will be featured in nine of Nordstrom’s stores, including two in Canada where Parachute doesn’t currently have stores.
“We are excited to bring the world of Parachute to Nordstrom and introduce their cozy home essentials to our customers,” Kim, Nordstrom’s Vice President of Creative Projects and Home, said in a statement. “Our goal is to help our customers look good and feel their best, and that includes their homes – we love that the brand is rooted in comfort, but also in style and design. We’re excited to bring the experience to life in stores and online, giving our customers the opportunity to transform their most personal and favourite spaces with some of our favourite Parachute pieces.”
