• by Sarah Mahoney , February 13, 2026

Navigating a difficult stretch for luxury and department stores, Nordstrom is marking its 125th anniversary with a year-long marketing push spanning streaming TV, social media, brand collaborations, and loyalty promotions.

The Seattle-based retailer says the campaign will run across streaming TV and social channels, with a focus on service-driven storytelling. A spokesperson said the work is “centered around stories of service between our people and our customers.”

Anniversary events are expected to roll out around key Fashion Week moments in New York and Paris. Brand collaborations and in-store activations will play a central role, including the new NikeSkims partnership at the company’s flagship in New York. Additional featured brands include Chanel, Christian Louboutin, Brunello Cucinelli, Manolo Blahnik and Tory Burch, alongside high-volume labels such as Ugg, Birkenstock, Nike, Adidas and On.

Later this year, the company plans to introduce a limited-edition capsule collection drawing on archival logos and design motifs. Items will include tote bags, charms, and sweatshirts tied to the retailer’s heritage theme.

Loyalty mechanics are also central to the strategy. Nordy Club members will receive giveaways, limited-edition items, and access to curated experiences. This year’s Anniversary Sale will carry a symbolic “125” tie-in, with a dedicated catalog and related promotions. The retailer is also promoting pricing-focused anniversary gestures, including $1.25 coffee across its cafes and restaurants.

Nordstrom Rack will participate as well, offering loyalty incentives and a set of 125 promotional deals planned for September.

Nordstrom went private last May, a move that removed the retailer from quarterly earnings scrutiny during a volatile period for department stores. The company says it intends to open 18 additional Rack locations this year, continuing its expansion in off-price retail even as much of the sector contracts. Saks Fifth Avenue has filed for bankruptcy and is closing stores, while Macy’s remains in the midst of a broad reduction strategy involving dozens of locations.