Nordstrom announced it will open its first “Nordstrom Local” in West Hollywood, California. This is a
pilot concept that is much smaller than the typical Nordstrom full-line department store.

Nordstrom joins a growing number of brands shrinking their footprints and once online only brands
delving into the physical realm with small box stores. The downsizing of traditional formats is often
driven by a typically vain attempt to optimize productivity. With more business being done online the
thought is that less square footage is needed to take care of the customer.

In the end, the goal is for these new brick-and- mortar “micro-concepts” to be designed from a customer
point of view and rooted in the understanding of the interplay of online and offline. Without any stock
on hand, is this going to be a winning concept?

https://www.forbes.com/sites/stevendennis/2017/09/14/small-is-the-new-black-nordstrom- micro-
concept-edition/#615d73c584fb