Dive Brief:
- Direct-to-consumer women’s apparel brand Universal Standard on Sunday launched into 20 Nordstrom stores, including in Seattle, The Mall of America in Minneapolis, Michigan Avenue in Chicago, Alderwood in Lynnwood and the Houston Galleria.
- The Nordstrom stores are initially offering over 10 styles of the brand’s top sellers across denim, workwear and elevated wardrobe staples in sizes 12 to 32, according to a press release emailed to Retail Dive. More pieces are expected to roll into stores every month through September, per the company.
- The move follows the brand’s launch on Nordstrom’s website in January, according to a company spokesperson.
Dive Insight:
Universal Standard’s partnership with Nordstrom marks a full-circle moment for the brand. Universal Standard’s co-founder and CEO Polina Veksler hosted styling pop-ups at Nordstrom locations across the country when the brand launched in 2017.
Universal Standard’s business centers around providing inclusive sizing across its products. Its partnership with Nordstrom builds on this, with some products on the department store’s website going up to size 40.
“For too long, the fashion industry has been defined by exclusivity, but at Universal Standard, we’re dismantling this outdated norm and democratizing the shopping experience to celebrate all customers, regardless of size,” Veksler said in a statement. “I could not be more thrilled to partner with Nordstrom, one of the world’s most well-established retailers, to expand our mission and make exceptional fashion accessible to more shoppers than ever before.”
The partnership also comes as Universal Standard works to build out its roster of wholesale partners. Over the course of the year, the brand will also launch at Anthropologie, Nuuly, Macy’s, Wantables, nearly 50 boutiques across the U.S., and other nationwide retailers, according to the brand’s announcement.
While Universal Standard is not publicly traded, the brand said it grew 30% year over year and continues to turn a profit. It anticipates that its developing wholesale business will account for about 10% of the company’s revenue in 2025, according to a spokesperson.
“When it comes to wholesale partnerships, we remain dedicated to offering the most inclusive shopping experience possible and strategically tailor the buy-in to ensure the inventory we provide meets the demand of the retailer’s customer base, while also expanding access for every shopper, regardless of size,” Veksler said.