Dive Brief:
- To build up its e-commerce operations, Bloomingdale's has partnered with retail connectivity platform Lucky, according to a Monday press release.
- With the integration, online shoppers can check whether their desired items are available at a nearby Bloomingdale's location while browsing various brands’ DTC websites and buy the products for same-day delivery or pickup, per the press release.
- Through the partnership, brands will be able to track conversions via their online stores.
Dive Insight:
Luxury brands can now connect their DTC websites with Bloomingdale’s in-store inventory.
Lucky’s retail partnership with Bloomingdale's adds another major retailer to its roster. The company also boasts Best Buy, Walgreens, Ulta, Sephora and Nordstrom as part of its clientele, per the company’s website.
“Bloomingdale's has been an innovative force in luxury retail, and integrating their inventory systems with Lucky’s platform creates a powerful solution for brands and their customers,” Sneh Parmar, CEO and co-founder of Lucky, said in a statement. “This partnership enables brands to offer their online customers instant access to Bloomingdale's’ curated departments, combining the convenience of digital shopping with the prestigious Bloomingdale's experience.”
The move to connect DTC brands’ websites with Bloomingdale comes as the DTC sector faces a reckoning. Casper, Allbirds and Outdoor Voices have undergone significant ownership and brick-and-mortar changes in recent years. Brands that once prided themselves on cutting out the middleman are now turning to wholesale partners, like Nordstrom, in order to extend their reach.
Macy’s Inc., Bloomingdale’s parent company, has also experienced challenges in recent months. Macy’s recently reported third-quarter net sales dipped by 2.4% year over year to $4.7 billion. Still, Bloomingdale's remained a bright spot in the company’s third-quarter earnings. The department store reported a 1.4% bump year over year in Q3 comps.
Amid Bloomingdale’s success, investors are eyeing Macy’s Inc.’s subsidiary retailers. Barington Capital Group and Thor Equities urged the company to reduce its expenses, explore strategic alternatives for Bloomingdale’s and Bluemercury, and take other steps to increase shareholder value. In response, Macy’s Inc. said it remains confident in its “Bold New Chapter” turnaround plan and said it would work with Barington and Thor.
