Vera Bradley enters into a wholesale partnership with Nordstorm

Vera Bradley has entered into a wholesale partnership with department store chain Nordstrom as the brand looks to expand its reach and connect with a new generation of customers. 

The lifestyle brand will offer a curated selection of its handbags, backpacks, and accessories at all main Nordstrom stores across the country and online at Nordstrom.com/brands/vera-bradley. The offering will include a mix of its latest products and prints as well as relaunched favourite styles like the Original 100 handbags.

"Nordstrom is one of the most respected names in retail, with a longstanding reputation for delivering exceptional customer experiences and introducing shoppers to sought-after brands," said Ian Bickley, Chief Executive Officer of Vera Bradley, in a statement. 

"As we continue to evolve the Vera Bradley brand and expand our reach to new audiences, we see tremendous opportunity in partnering with retailers that align with our vision for growth. With strong momentum across the business and increasing engagement from Gen Z and millennial consumers, this launch represents an exciting step in introducing Vera Bradley to the Nordstrom customer and building long-term brand awareness."

The initial launch is set to run through to the end of August, and both companies are reportedly optimistic about the partnership expanding into future seasonal offerings. Vera Bradley’s wholesale partnership and launch on Nordstrom comes as the lifestyle brand continues to invest in product innovation and category expansion to further its reach. 

The wholesale launch comes mere days after Vera Bradley expanded its licensing partnership with Li & Fung to include apparel, with its first clothing collection set to launch in time for the holiday season this year. 

“Apparel is a meaningful expansion for Vera Bradley,” said Melinda Paraie, chief brand officer of Vera Bradley, in a statement. “We've built strong momentum in the home category, and we're confident this partnership will help us deliver quality apparel that reflects our brand's DNA. It's about meeting our customers where they are and giving them more ways to express their personal style.”