Eager kids (and adults) flocked to Nordstrom’s on 57th Street in Manhattan earlier this week to experience the new FAO “Jewel Box” that opened on the lower level of the upscale department store.
The approximately 5,000 square foot store features a wide range of brands and interactive experiences. David Nigli, chief merchandising officer for FAO, said that the store-in-store is “FAO for New Yorkers,” noting that many locals many choose to shop for toys at Nordstrom’s rather than braving the always-crowded Rockefeller Center store. No worries about competition. Rockefeller Center is still known for its extensive inventory, growing interactive features and more. As Rockefeller Center has become a toy destination with American Girl, LEGO, and Nintendo all cheek-by-jowl in the area business is booming. In fact, Nigli noted that the Rockefeller Center store has tripled in revenue, reinforcing (or re-establishing) FAO as the quintessential toy store and a must-visit destination for younger tourists.
The beautifully merchandised area on 57th Street. is one of 8 “Jewel Boxes” that Nordstrom will be opening in upscale locations. The other 7 will only be about 1,000 square feet, while there will be “toy edits” in all the other Nordstrom stores throughout the chain.
Nigli noted that the in-store boutiques will be managed by Nordstrom and their buyers, but that they are all in regular contact.
It’s a smart move. The FAO and Nordstrom brands are highly complementary, and the range of merchandise reflects current trends. Squishy toys were in good supply and displayed at the register. That alone could be a reason for many parents to stop by. (And perhaps stop calling me for advice on where to get them.)
