MANHATTAN — Nordstrom is opening a new concept store in SoHo that focuses more on gifts, art and community than on clothes or shoes, according to reports.
Nordstrom's new Treasure&Bond store — slated to move into 350 W. Broadway on Friday, according to its website — will be a "part gift boutique, part art gallery and part neighborhood gathering place" that will donate all of the proceeds to benefit local charities.
The new two-story, 11,000-square-foot space between Broome and Grand streets has a funkier feel than Nordstrom's other stores, with exposed pipes and wooden shipping crates used as display cases, The New York Times reported on Monday.
The upscale retailer's hasn't opened any of its namesake department stores in the city, but it does have an outpost of discount store Nordstrom Rack in Union Square.
"If the regular Nordstrom’s stores go after the perfectly coiffed, cardigan-wearing shopper, Treasure&Bond seems to be aimed at her graphic designer younger sister," the Times said.
The wares may be a departure from Nordstrom's usual polish, but the prices are still too steep for some.
Treasure&Bond tweeted photos of a striped chest of drawers by Seletti that costs $1,815, according to the company's website; Leigh & Luca scarves, which run as much as $395 each; and children's clothing by Peek, whose screenprinted t-shirts for girls start at $34.
The store's general manager, Paige Boggs, told Vogue that "awesomeness" was the only requirement for the store's goods.
"Whether it's $18 or $1,800, it has to be awesome for what it is," Boggs told Vogue.
Nordstrom will rotate the children's charities they will donate to every three months, according to the Times. Their first beneficiaries will include the New York Public Library's youth programs and gardening education group The Edible Schoolyard NYC, the Times reported.
Nordstrom continues to search for a flagship store in the city, the Wall Street Journal reported. Their hunt for a large space to accommodate their bright, airy style began a decade ago. The group has looked at spaces in Columbus Circle and in Midtown East on Park Avenue and Madison Avenue, the Journal reported.
Sources told the Journal that the latest site Nordstrom has its eye on is in Hudson Yards.
Reps for Nordstrom and Treasure&Bond were not immediately available for comment.