Nordstrom's American stores are so much better. They have better selection.
Setting aside my past critiques of how they chose to design the TEC space; I would note, one of the problems they ran into here was that many of the brands they retail in the U.S. already had (sometimes exclusive) concession deals w/Holts; and/or HBC.
It's a different market, and they were never going to be able to replicate the exact same brand offer as in the U.S.; but what they needed to do was find the right substitutions. They also needed to be a bit more aggresssive in poaching from Holts or HBC; but they had a problem, which is that they had nowhere near the reach of either in Canada. (they were getting close to Holts, but with no Montreal presence.....)
The service is better, and the sales are better too.
I think it's again important to point out a different retail operating environment, including one with higher rents per ft2, and higher labour costs than many of their U.S. outposts.
A market with a bit less extreme economic disparity, and a bit lower disposable income in the median space, particularly after housing costs also changes equations.
That's not to let Nordstrom off the hook; it's why you need to hire some management with experience in Canadian retail for your Canadian operations, so you understand how big the market is for you and where you can honour what customers who know you love; but also adapt your offer to fit the market.
For too long, Nordstrom didn't let you buy online without paying high shipping fees and duties as a Canadian, despite their presence in Canada.
That was bad.
A lot of Americans became fans of Nordstrom when they got an amazing deal during one of their major sales, which are generally much more muted in Canada. I remember finding nothing of interest on sale during their anniversary sales year after year in Canada, which are famous in the US for the deals you can get.
Nordstrom delivered perhaps 65-70% of the experience of shopping at their American stores in Canada, which wasn't enough to cut it in the Canadian marketplace.
This is an interesting statement. I am told that the Vancouver store was, at one point, the highest performing store in the entire chain.
It did fall off a bit; but was surely a money maker.
So I think it's important to ask why success in Vancouver, but not Toronto?
I would posit a few answers.
1) Much higher brand recognition in Vancouver. Nordstrom is based in Seattle, which had its flagship location as well. The proportion of Vancouverites familiar w/the brand would be higher than was the case in Toronto. No full-line Nordstrom in Buffalo, NY could be consequential.
2) The Vancouver market is more demographically similar to Seattle, as opposed to Toronto/Ottawa or Calgary.
3) They did a better job on the Vancouver store, relative to TEC.
4) Promixity to HQ allowed for greater direct intervention/resources/problem-awareness
5) Unique appeal of Vancouver to high end Asian nationals who made up a material portion of that market. Which did not apply in Toronto. (by nationals, I meaning citizens/residents of Asian countries flying into to Vancouver to shop)
