Nordstrom's 'glow-up': How going private is helping the retailer thrive as Saks Global languishes | Fortune

"We thought, 'Let's create more authority,' says Nordstrom, who serves as co-CEO with his brother Erik. 'The store feeling good and feeling energetic is in large part because we've improved our beauty.' The beauty section still stocks the luxury brands you'd expect, but has added hip, less pricey items to help Nordstrom reach a wider clientele."

"The glow-up at Nordstrom's flagship, along with upgrades at many of its other 89 department stores and its resurgent discount 'Rack' chain, has helped fuel the retailer's return to form after some difficult years: In 2025, sales rose 7% to a record $15.9 billion, finally surpassing its 2019 high-water mark. Profits before income and taxes were at their highest in more than a decade."

"There are other signs in the store of Nordstrom finding its mojo again in the nearly one year since the family and a Mexican investor took the retailer off the stock market. There is an overhauled, much larger jewelry section on the same floor, as well as a two-level, design-y brand-showcase section called 'The Gift Shop at The Corner' that changes every month."

Nordstrom is experiencing a resurgence following its privatization nearly a year ago by the family and a Mexican investor. The 125-year-old retailer has implemented significant store renovations, including a redesigned beauty section combining traditional counter service with self-service discovery elements similar to Sephora, an expanded jewelry department, and a rotating monthly brand showcase called "The Gift Shop at The Corner." These strategic improvements across the flagship Manhattan store and 89 other department stores, along with a revitalized Rack discount chain, have yielded impressive results. In 2025, Nordstrom achieved record sales of $15.9 billion, surpassing its 2019 peak, with profits reaching their highest level in over a decade, marking a strong recovery from post-COVID struggles.

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