MERGERS & ACQUISITIONS: Nordstrom Takes A Bite Of Bonobos
April 12, 2012
It's a win for both sides as Nordstrom has made a $16.4 million cash investment in Bonobos, the New York based men's sportswear company. For the online-only brand, it will be an opportunity to launch their product in one of America's most popular department stores with a perfectly matched target customer. Bonobos made its reputation by banishing the baggy khaki pant and creating upscale men's trousers that fit so well that they could be purchased online without being tried on in person. Now expanded to a full sportswear collection, the label will be make its retail debut exclusively in Nordstrom's infuential men's departments.
In addition to launching a popular line, Nordstrom's investment will also allow the seattle-based chain to take advantage of the prodigious online retailing expertise cultivated at Bonobos to enhance its own evolving web business. Quiet, clever acquisition has been a business strategy for Nordstrom for a few years now. While it has not purchased Bonobos outright, the store recently got into the online flash sale business by buying HauteLook, and many customers remain unaware that the exclusive Meatpacking District boutique Jeffrey is also owned by Nordstrom, and its founder, Jeffrey Kalinsky is the chain's Executive Vice President of Designer Merchandising. There is no word that Bonobos co-founder Andy Dunn will be taking on an official role at Nordstrom, but should the 116-store chain increase its investment by buying the company, it's hugely successful but extremely conservative men's business could benefit from the fashion shot-in-the arm that Dunn could offer.
As for us in New York, we still don't have our own Nordstrom yet (though we are the only city with the chain's Treasure & Bond division and there are rumours of another Rack coming to Sixth Avenue in Chelsea). This news continues to keep Nordstrom's status as the most fascinating store we can't shop at just yet.
Stores Go Online to Find a Perfect Fit (NYTimes)