Dive Brief:

• Nordstrom is planning six showrooms in partnership with tuxedo rental startup The Black Tux, beginning with a store in Mission Viejo, CA, and expanding later this year to locations in Atlanta, Boston, Denver, Orange County, CA, Seattle and Washington, DC, Recode reports. The department store as of this month is advertising jobs for salespeople in the effort. 

• Until now, e-commerce player The Black Tux has almost exclusively offered style choices online (including online personal shopping assistance), selling lower-priced tuxedos that it designs and makes. The Nordstrom partnership offers more opportunities to try on and work with a stylist in person. The Black Tux also runs or is planning to open showrooms in Chicago, Dallas, Los Angeles and San Francisco. 

• Last year upscale department store Neiman Marcus similarly began a partnership with online apparel rental startup Rent the Runway at its San Francisco location, and it has plans for more this year. 

Dive Insight:

Nordstrom is apparently undeterred from partnering with e-commerce apparel ventures, despite its troubles with its Trunk Club concierge unit, as well as Macy’s dismal experience with its Men’s Wearhouse tie-up.

Nordstrom’s third quarter $10 million net loss can be squarely pinned on Trunk Club. Acquired two years ago from Bonobos co-founder Brian Spaly, who has remained as CEO, Trunk Club is not yet profitable. Its $197 million non-cash goodwill impairment in the quarter represents more than half of the $350 million Nordstrom paid to purchase it. Meanwhile, Tailored Brands, owner of Men’s Wearhouse and Jos. A. Bank stores, said it will halt expansion of its Macy’s tuxedo concessions after the effort tallied operating losses between $19 million and $20 million. 

But The Black Tux positions itself as the millennial answer to Men’s Wearhouse, offering better suiting at lower prices, with the convenience of delivery. The Black Tux was founded in 2013 by Andrew Blackmon and Patrick Coyne, friends who hit on the idea after their experience preparing for Blackmon’s wedding in 2011, according to its website.

But showrooms could provide an essential service, considering the particular fit needs involved in purchasing a tuxedo. Visiting a Black Tux shop allows customers to get measured, try on a various options and place rental orders for delivery to their homes. Blackmon told Recode that Nordstrom’s reputation for excellent customer service is part of the appeal. “They’re the ideal partner because what we’re really trying to change is the customer experience of tux rentals and they are hyper-focused on the customer experience,” he said.