Strolling through today`s department stores, one may notice a montage of digital brands that were thought to only exist online or, at the most, in their direct-to-consumer stores. Yet, somehow, these older department stores are attracting young brands. For example, walk into a Nordstrom JWN +0.9% and find an Indochino shop similar in design and service to the brand`s standalone stores. Then, wander down the hall, take a test-drive of Casper`s latest mattresses, see what the Tonal exercise machine is all about, and try on some 11 Honoré or Asos clothing. The list goes on....
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RSK: Besides giving them a physical presence in many stores without having the hassle of their own real estate, the more exposure the better...