Bloomingdale’s to sell TVs for first time
Bloomingdale’s, known for selling chic clothing to shoppers with champagne tastes, is about to sell TVs, washing machines and refrigerators for the first time.
The upscale retailer is teaming up with electronics maker LG, which will have a shop inside Bloomingdales’ Manhattan flagship starting Nov. 19. The boutique will sell LG’s premium Signature line, and its TVs, dishwashers and other large appliances will also be for sale on bloomingdales.com.
“For us, the decision was based on finding a creative and distinctive channel to showcase LG’s ultra-premium brand of appliances and electronics,” says David VanderWaal, LG Electronics USA’s senior vice president of marketing. “Through this partnership, we can offer our customers a new way to engage with the LG Signature portfolio and imagine how they would fit into their own home aesthetic.”
The pairing is another instance of retailers and brands coming together to attract shoppers amid a fiercely competitive retail landscape in which such giants as Toys R Us and Sears have faltered, and traditional chains are struggling to remain relevant at a time when more consumers buy online.
Kohl’s and Amazon formed a partnership last year that gave the e-commerce giant more of a physical presence while Kohl’s gained access to Amazon’s vast customer base. The collaboration includes Amazon hubs at 30 Kohl’s stores, and the ability for Amazon customers to make free returns at roughly 100 of the department store’s locations.
Pop-up concepts have become increasingly popular. Facebook has launched small business shops at Macy’s that will be open through December, and FAO Schwarz is getting a temporary perch in chains such as Nieman Marcus and Bloomingdale’s through the holiday season.
As to whether selling major appliances might dim Bloomingdale’s brand, retail analyst Neil Saunders says that is likely not a concern since it is focusing on LG’s high-end line.
“Other luxury departments stores like Harrods and Selfridges have successfully sold electronics for a long time,” says Saunders, managing director of retail consultancy GlobalData. “Moreover, Bloomingdale’s shoppers already buy electronics, so it makes sense for the retailer to try and get a slice of this spend.”