Tonal’s pricey gyms could be appealing to the shoppers going to Nordstrom, a chain considered to be high-end among its department store peers.
The partnership comes at a time when Nordstrom is battling sales declines and adapting its strategy to changing consumer preferences.
Its sales fell 16% in the quarter ended Oct. 31. At an investor day in February, the company said it would focus its investments on ecommerce and its off-price Rack business.
Meanwhile, the pandemic has sharply buoyed the adoption of at-home fitness among consumers.
“This again could benefit both Nordstrom and Tonal as now you have consumers asking what else is available and where can I find it,” said Passikoff.