Nordstrom opens more Rack locations as the company continues evolving the off-price part of its business, with a new logo and branding initiative an additional part of the effort.
Nordstrom planned spring 2024 openings for the new locations except for Davis, slated for spring 2025, the company stated.
In addition, Nordstrom has announced the opening of Rack locations in Jacksonville Beach, FL, at 31,000 square feet, and in Snellville, GA, at 35,000 square feet. Both are set to open in spring 2024. Also, the company set a date of May 18 for the opening of a 24,000-square-foot Nordstrom Rack in Chattanooga, TN. Previously, the company had announced the opening of a 35,000-square-foot Rack location in San Antonio, TX, and a 26,000-square-foot Rack location in Natomas, CA. Both are scheduled to open in the fall of this year.
According to Nordstrom, the new modular Rack logo and redesigned signage serve as a key element in the offpricer’s updated brand identity, and the material associated with it demonstrates a strong youth association. The reimagined brand identity, as characterized by Nordstrom, was inspired by its bold, confident and savvy customer base. Global branding agency Jones Knowles Ritchie was Nordstrom’s partner in establishing the updated brand identity. As a result, Nordstrom asserted, Rack is further differentiated from rivals in a competitive and loud off-price retail market and, so, better fixed to attract new and connect with existing customers, the retailer maintained.
“The refreshed Nordstrom Rack brand identity reflects the authentic, empowered and expressive spirit of our customers and communicates the ‘more-ness’ of the Rack: more fashion, more of their favorite brands, more deals, more access in-store and online,” said Red Godfrey, vp of creative at Nordstrom, in announcing the branding initiative. “Through this new comprehensive and cohesive brand identity system, we aim to evolve our brand expression so we can effectively communicate our brand proposition, great brands at great prices, and invite customers to Rack their way.”
