Dive Brief:

• Nordstrom is bringing BaubleBar boutiques into 35 of its stores, expanding its jewelry offerings to products attractive to younger shoppers in style and in price.

• Nordstrom has been bringing in brands like Bonobos and Topshop to similarly update its style and price points, and also recently acquired online flash sale site HauteLook.

• For its part, online jeweler BaubleBar--which in three years has grown to 1 million visitors a month--will be able to offer its fans a “touch and feel” experience, according to founder Amy Jain.

Dive Insight:

Nordstrom is taking the challenge to expand its luxury brand seriously by investing in fashion at more moderate prices that will bring in younger shoppers. With its free shipping policy and partnerships with popular online brands like BaubleBar, it is working hard to compete in the increasingly omni-channel retail environment. It looks like a winning strategy, or strategies, that are worth watching.