Nordstrom Gives Back With New Private Brand

Girls inc front

Yesterday, August 11th, Seattle-based department store Nordstrom announced the launch of the company’s first-ever private brand with a charitable “give-back” twist, Treasure&Bond, which will be available in the TBD department at 86 stores around the country and on nordstrom.com. Drawing from classic wardrobe staples – think washed denim, soft plaid shirts, tees and moto jackets – Treasure&Bond offers customers an updated, lived-in and vintage feel; for example, all denim is under $100. 5% of net profits of Treasure&Bond will go to nonprofits that work to empower women and girls.

Classic Fit Plaid Shirt_897907_68“Providing our customers the latest trends in fashion and giving back to the communities that support us are both long-standing commitments for us at Nordstrom,” said Mark Tritton, president of Nordstrom Product Group. “Treasure&Bond is the perfect way for us to bring the two together for our customers—we’re giving them an opportunity to look great while also helping support organizations that are really making a difference in our communities.”

girls inc 2Treasure&Bond’s first beneficiary is Girls Inc., an organization that inspires girls to be strong, smart and bold. Girls Inc. provides more than 138,000 girls across the U.S. and Canada with life-changing programs and experiences and give girls the tools they need to boldly face challenges.

“When we created Treasure&Bond and decided it would be a brand that gives back, we wanted to support organizations that would really mean something to the young women who will be the majority of our Treasure&Bond customers,” said Tritton. “Partnering with nonprofits that empower girls and young women just seemed like such a natural fit and we’re so glad to launch this line with a fantastic organization like Girls Inc.”

“Girls Inc. is focused on giving girls the right support to succeed,” said Judy Vredenburgh, president and CEO of Girls Inc. “This includes helping girls discover and develop their inherent strengths, giving them trained mentors who guide them, and showing girls what’s possible for their futures. Our ultimate hope is that with Girls Inc. in her corner, every girl can be healthy, educated, and resilient. We are pleased to partner with Nordstrom as they launch this great brand that inspires just that.”



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.