Bloomingdale’s adds fulfillment option for luxury DTC brands

What: Through a new partnership with Lucky platform, Bloomingdale's integrates its in-store inventory with direct-to-consumer brand websites, allowing customers to verify local availability and arrange same-day delivery or pickup of products.

Why it is important: This integration represents a strategic evolution in luxury retail, bridging the gap between DTC brands and traditional department stores while enhancing omnichannel capabilities to meet changing consumer expectations.

Bloomingdale's has partnered with retail connectivity platform Lucky to strengthen its e-commerce operations by connecting DTC brand websites with its in-store inventory. The integration enables online shoppers to check product availability at nearby Bloomingdale's locations while browsing various brands' websites, with options for same-day delivery or pickup. Lucky, which already works with major retailers like Best Buy, Walgreens, and Nordstrom, provides brands with the ability to track conversions through their online stores. This move comes as the DTC sector faces challenges, with many brands like Casper and Allbirds turning to wholesale partnerships for growth. For Bloomingdale's, which has maintained positive performance with a 1.4% increase in Q3 comps, this initiative represents another step in enhancing its digital capabilities while leveraging its physical store network.

IADS Notes: While showing positive performance with 1.4% growth in Q3 comps, the retailer is expanding its digital capabilities under CEO Olivier Bron's leadership. This initiative aligns with Macy's Inc.'s "Bold New Chapter" strategy, enhancing omnichannel capabilities while maintaining Bloomingdale's position in the luxury market.