The war between e-commerce and brick-and-mortar retailers has been brewing for quite sometime now, but Nordstrom is coming out on top on both fronts. Not only is their Racked stores doing well– WWD reported they made $2.7 billion in sales last year, a 12 percent increase– they are also pushing for more growth. “Nordstrom Inc. plans to sharply increase the number of Rack stores in the U.S. to 230 by 2016 from 148 currently.” There is also plans to launch a rack.com in May. But that’s not their only venture into the e-commerce sphere.
The Seattle based retailer acquired the members only online flash sale site, HauteLook, in 2011 and has since been making headway and forging new paths by allowing HauteLooks customers to make returns at Racked stores. “When we enabled HauteLook returns to go to any Rack store, we saw that 50 percent of the customers are new. That’s the success. We have HauteLook customers who aren’t Nordstrom customers,” Pete Nordstrom, executive VP of merchandising at Nordstrom, told WWD. But HauteLook returns may soon be sent to their own store as their is a brick-and-mortar in the future. “The idea is, if you’re a pure play online, in order to grow, you need a physical presence.”