Dive Brief:
- British actress Millie Bobby Brown is bringing her Florence by Mills Fashion brand to Nordstrom, marking its first brick-and-mortar retail partner, according to an announcement shared with Retail Dive.
- The partnership kicks off with the apparel brand’s Fall 2024 collection, which will be available on Nordstrom’s website and 20 of its stores nationwide, including in Seattle, Chicago, Los Angeles, San Diego, Dallas and more, per the brand.
- The apparel collection includes ready-to-wear, outerwear, basics, loungewear and intimates. Prices range from about $20 to $30 for intimates and tees, $35 to $70 for sweaters and sweatpants, and $100 to $150 for outerwear.
Dive Insight:
Launching into Nordstrom comes just months after Florence by Mills Fashion itself was introduced. The brand was announced in January and released its first collection online in February.
“I could not be happier that Florence by Mills Fashion is now available at Nordstrom stores,” Brown said in a statement. “Fashion is such an amazing way to express yourself through style and color but is also such a personal choice. This is why I’m so excited that everyone now has the opportunity to go into stores, touch, feel, and try on some of the pieces they might have their eye on.”
In addition to Nordstrom, Florence by Mills Fashion is also offered through its own website and Amazon.
Expanding its distribution comes as more brands seek out wholesale partnerships for growth. Wholesale continues to be the most profitable investment channel, according to a recent report from NuOrder. And many brands are finding that in order to scale, adopting a hybrid wholesale and DTC model might be necessary, according to a December report from GlobalData.
Nordstrom has been at the forefront of retailers who have welcomed DTC brands into their assortments. The Seattle-based department store this summer said it was expanding its partnership with custom suit brand Indochino, bringing the total number of shop-in-shops to 32.
