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08/30/2021

Bloomingdale’s Launches Bloomie’s Van In-Home Services

Lisa Johnston
Senior Editor
Lisa Johnston profile picture

Consider it a new spin on vanlife: Bloomingdale’s not only officially flung the doors open for its small-format “Bloomie’s” concept store, but it also launched new in-home services via van.   

In a first for the company, Bloomingdale’s has debuted the Bloomie’s Van, which offers in-home stylist appointments, special deliveries, and “mobile experiences,” though few details were available.

Its new 22,000-square-foot Bloomie’s store, meanwhile, is located in Fairfax, VA, and was first announced earlier this summer. It offers consumers a curated assortment of new and luxury men’s and women’s apparel, footwear, jewelry, accessory and cosmetic brands, which the company said it refreshes several times a week.

The retailer touts its convenient returns processes, offering both online and store shoppers access to its Returns Dropbox. The location also offers buy-online-pickup-in-store and curbside pickup for digital shoppers.

[Related: How 1822 Denim Decreased Returns By 48%]

In addition to personalization and customization services, in-store shoppers can make use of the Bloomie’s alteration services. They also have access to the company’s stylists, who are able to help them find products in other Bloomingdale’s stores and on its website.

In developing the store experience, the company sought to represent the iconic Bloomingdale’s design in a new way. The experience promotes customer discovery by highlighting rotating trends, including via carts placed throughout the store, and it also seeks to provide venues for activations.

The store also contains a Colada Shop, which serves cocktails, coffee and Cuban food, with several Bloomie’s-exclusive menu items. Shoppers can dine indoors or in an outdoor patio seating area.

As part of the opening, the company is also relaunching the Bloomie’s brand, with its first collection includes 35 fashion and accessory pieces. These items will be offered exclusively at Bloomie’s, Bloomingdale’s 59th Street flagship and Bloomingdales.com.

[See also: Top 10 E-Commerce Retailers and Their Digital Experience]

Bloomie’s will launch two drops each season, including limited-edition collaborations with every collection.

“We are thrilled to introduce the world to Bloomie’s, and for our customers in the DMV community to be the first to experience this exciting new concept,” said Tony Spring, Bloomingdale’s CEO in a statement. “Bloomie’s is designed to be a more convenient and casual concept that fits into our customer’s everyday lifestyle. And, with our staff of stylists, omni services, lively restaurant, and elevated assortment, Bloomie’s can be their favorite neighborhood store”

Founded in 19872 and now a division of Macy’s, Inc., Bloomingdale’s operates 33 Bloomingdale’s stores and 21 Bloomingdale’s, The Outlet Stores, in 14 states. It also has a location in Dubai.

[Related: 5 Ways Macy’s is Harnessing Data and Analytics]