Dive Brief:

• Wanelo, a social media site designed for shopping and aimed at teenagers, will appear on screens in Nordstrom’s junior sections in 107 stores.

• “Wanelo” stands for “want, need, love” and sells nothing itself, but features some 12 million items for sale from retailers worldwide.

• Its 11 million users can like, share, and save things to wish lists or head over to a retail website to get something they’ve seen on their feeds or that someone else has shared.

Dive Insight:

Wanelo is a social media site sensation, made all the more impressive because it has attracted the love of today’s most fickle and reticent shoppers: teens. With this partnership, Nordstrom continues its savvy plans to change up its reputation as a staid department store for the older, wealthier shopper.

“We noticed mid-last-year that there was lots of inbound traffic coming from Wanelo, so we quickly jumped in to create an account,” Bryan Galipeau, director of social media at Nordstrom, told Upstart Business Journal. “Within five months, we had a million followers, the fastest growth of any of our social media accounts.”