Nonprofit Partner: Girls, Inc.
Launch Date: August 2014
Nordstrom has rolled out its first ever charitably-focused private label brand called Treasure&Bond. Five percent of the net profits from sales of Treasure&Bond merchandise will go to a nonprofit organization that's empowering women and girls with the first partner being Girls, Inc (through December 31, 2014). Currently available online and at 86 stores around the country, the line is named for the company's NYC-based philanthropic store which gave more than $200,000 to local charities over the course of the two years it was in business.
Welcome, Nordstrom, the world of retail cause marketing! When the philanthropic Treasure&Bond store closed in 2013, a spokesperson described the venture as an "experiment". Based on the conservative rollout of this private label brand, it appears the retailer continues their cautious cause experiment with this latest venture. We'll be interested to see how the line is marketed to customers and how the retailer chooses to tell the social impact story behind the brand.