In the world of department stores perfume and cosmetics almost always command the ground floor, but not in Nordstrom. Shoes always occupy the first floor in a nod to the US fashion retailer’s heritage, which makes its exclusive partnership with Australia’s Shoes of Prey seem entirely logical.
“Nordstrom actually saw a need for shoes during the Goldrush which is how it began,” Shoes of Prey co-founder Jodie Fox says. “They are an ideal partner for us because their heart is in the same place and culturally they’re so wonderful in the way they care for their customers which is very important for us too.”
Even still, arranging for Nordstrom to house the ‘design your own shoes’ studio concept in six major locations across America, took time. After being in talks for almost 18 months, on November 17th the first Shoes of Prey Design Studio at Nordstrom will open in Bellevue which will be the brand’s first offline presence in America.
Shoes of Prey was founded in 2009 by Jodie with Michael Fox and Mike Knapp and was inspired by Jodie’s love for shoes but her experience of never being able to find exactly what she was looking for. Concurrently, Michael and Mike were at Google and had been excited about the opportunities in online retail and thus Shoes of Prey was born.
The US already comprises Shoes of Prey second biggest market (after Australia) but Fox is confident this partnership will be the beginning of something much bigger.
“Working with Nordstrom who are so established lets us enter the market offline in a way that gives credibility to the brand,” Fox told Women’s Agenda. “Given the critical mass in the US market we see this as a huge opportunity for growth.”
Shoes of Prey has also today announced their first ever capsule collection with the Emmy® Award-winning costume designer from Mad Men Janie Bryant. Her collection, Shoes of Prey by Janie Bryant features seven styles for a variety of occasions that reflects her signature style.
“Through Mad Men Janie has influenced such a beautiful period in women’s fashion and this is an extension and reflection of that,” Fox says.