Retail giant Nordstrom collaborates with home fitness brand Tonal

Nordstrom Partners with Tonal and Vaha to Expand into Fitness Equipment and Tech

Nordstrom, the Seattle-based retailer known for its extensive selection of apparel and footwear, has announced partnerships with Tonal and Vaha, two companies specialising in fitness equipment and smart-home technology, respectively. The move marks a significant shift for Nordstrom, as it expands its offerings to include equipment and technology, creating a department not typically found at the retailer.

The partnership with Tonal will see a 50-square foot demo concept placed in the women's active department of 40 Nordstrom stores. This initiative is part of Nordstrom's effort to meet the growing demand in active and leisure. The collaboration will introduce Tonal to 12 states where it doesn't yet have a physical store, offering customers the opportunity to trial workouts in Nordstrom stores.

Simultaneously, Nordstrom has partnered with Vaha to install 50-square-meter demo installations of Vaha's smart fitness mirrors in 40 Nordstrom stores across the United States, starting this month. This move is another step in Nordstrom's strategy of fusing physical and digital operations, a strategy that executives at the company have recently doubled down on.

The trend of retailers personalising the shopper experience is growing, as more consumer data becomes available. Nordstrom, being well-connected across channels, has started to reap the benefits of this strategy. In December, the company launched an active microsite, featuring workout guidance and merchandise, further demonstrating its commitment to the active and leisure sector.

However, the pandemic has interfered with Nordstrom's growth plan centred on a fusion of physical and digital, and full-line and off-price operations. Apparel sales growth at Nordstrom has been ebbing, particularly in formal occasion and work categories. Some analysts were already worried about Nordstrom's prospects due to declining apparel sales, and the pandemic has exacerbated trends that have made it difficult for Nordstrom to meet demand in areas outside of its wheelhouse, including home.

Despite these challenges, Nordstrom has a history of investing in and partnering with DTC brands and companies outside the usual department store channels. This strategic approach, combined with its latest partnerships with Tonal and Vaha, suggests that Nordstrom is positioning itself to adapt to the changing retail landscape and capitalise on new opportunities.

The demo concepts from Tonal and Vaha will be available in 20 states, starting this month. As Nordstrom continues to evolve, it will be interesting to see how these partnerships contribute to its growth and success in the active and leisure market.