Nordstrom, the upscale U.S. department store chain, will open its third Canadian store—a 230,000 square-foot Vancouver location—next month. Additionally, two Toronto stores are set to open early next year.
According to BMO Capital Markets, this staggered, measured opening is part of a slow-but-steady strategy implemented by the luxury retailer to help ensure its success in the Canadian market. Nordstrom’s careful planning comes as a result of Target’s historic collapse in Canada, with the company taking extra measures to avoid overspending or overextending itself by opening too many unprofitable locations too soon.
The BMO report also notes that Nordstrom will not alter its in-store approach for Canadian customers. Instead, the brand will simply replicate the kind of merchandising mix, customer service and pricing found in U.S. stores. This strategy follows Target’s failure to deliver the kind of store experience Canadians had seen in U.S. locations.
Nordstrom believes it can begin turning a profit as soon as this year, and hopes to eventually generate $1 billion in Canadian sales. CJ