Retail giant Nordstrom collaborates with home fitness service Tonal

The pandemic has presented challenges for retail giants like Nordstrom, particularly in areas outside of its traditional focus, such as home goods. However, the company is adapting to these changes and looking to the future with a new partnership.

Nordstrom has announced a partnership with Tonal, a Smart-Home Gym company, to implement a 50-square foot demonstration concept in the women's active department of 40 Nordstrom stores across 20 states in the U.S. This initiative marks a significant shift for Nordstrom, as it moves beyond its historical focus on apparel and footwear.

The partnership between Nordstrom and Tonal is creating a department that combines equipment and technology with apparel. The spaces will allow for trial workouts, providing customers with a unique and interactive shopping experience.

This move is part of Nordstrom's ongoing strategy to fuse physical and digital operations, a strategy that has started to pay off. The company has been recognised for its strong connections across channels.

Tonal does not currently have a physical store in 12 of the states where the new concepts will be implemented. By partnering with Tonal, Nordstrom is bringing a new, innovative offering to its stores, catering to the growing trend of shoppers seeking integrated technology and complementary shop-in-shops.

The pandemic has disrupted Nordstrom's growth plan, which was centred on a fusion of physical and digital, and full-line and off-price operations. However, the company's executives have recently doubled down on this strategy, recognising the importance of adapting to changing consumer behaviours.

Despite the challenges, the partnership with Tonal is set to begin this month. The company's efforts to rework stores to suit shoppers using age-appropriate experiences and integrated technology are a testament to its resilience and adaptability in the face of adversity.

In recent years, Nordstrom has shown a willingness to invest in and partner with direct-to-consumer brands and companies outside the usual department store channels. This partnership with Tonal is another example of this forward-thinking approach, as Nordstrom continues to evolve and meet the changing needs of its customers.

Apparel sales growth at Nordstrom has been ebbing, particularly in formal occasion and work categories. By partnering with Tonal, the company is looking to tap into the growing market for fitness and activewear, positioning itself as a one-stop-shop for all things active.

As the retail landscape continues to evolve, Nordstrom's partnership with Tonal is a clear example of a company adapting to meet the needs of its customers and stay ahead of the curve. With this partnership, Nordstrom is not only transforming its stores, but also redefining what it means to be a department store in the 21st century.