Nordstrom to Open Treasure&Bond

Seattle-based Nordstrom will make its New York debut this Friday with a full-priced store called Treasure&Bond. The store comprises two floors at 350 West Broadway in SoHo and will open Friday, according to The New York Times.

While unusual for the store not to carry the Nordstrom name, it will also be less than a tenth the size of a typical Nordstrom department store and profits from the store will be donated to charity.

“They’re probably trying to generate good will before they make themselves present in New York with a full-line store,” Ken Stumphauzer, an analyst at Sterne Agee, told The Times. “This will essentially give them some perception or added insight into the New York consumer, and specifically into the more affluent full-priced consumer.”

The store will carry funkier, trendier merchandise in a setting that includes exposed pipes, wooden shipping crates turned into display cases and rolling storage serving as tables.