Universal Standard enhances its reach through a collaboration with Nordstrom, bringing size-inclusive women’s apparel to 20 locations and online platforms by this Sunday.
Universal Standard, known for its size-inclusive women’s apparel, is set to expand its reach by partnering with Nordstrom. The collaboration will see the brand’s offerings available both online and in-store across 20 selected Nordstrom locations starting this Sunday, featuring a size range from 12 to 32. Locations include notable sites such as The Mall of America in Minneapolis, Michigan Avenue in Chicago, and Alderwood in Lynnwood, Washington.
The upcoming launch marks a significant milestone for Universal Standard. Founded in 2017 by Polina Veksler and her partner Alexandra Waldman, the brand began its journey by hosting size-inclusive styling pop-ups in Nordstrom, which at the time was one of the few retailers open to such partnerships. With the new venture, Universal Standard will not only be present in Nordstrom’s stores but also expand into other online platforms like anthropologie.com, macys.com, Wantables, Nuuly, and close to 50 regional boutiques across the United States.
Emily Crandall, senior vice president and head of women’s apparel at Nordstrom, expressed enthusiasm about the expanded partnership with Universal Standard. “We’re excited to be growing our partnership with Universal Standard, introducing an expanded assortment of plus size styles into 20 Nordstrom stores nationwide and on Nordstrom.com,” she stated. Crandall highlighted Nordstrom’s commitment to offering styles that cater to a wide range of sizes, thereby enabling customers to look and feel their best.
Veksler elaborated on the brand’s philosophy by stating, “For too long, the fashion industry has been defined by exclusivity, but at Universal Standard, we’re dismantling this outdated norm and democratizing the shopping experience to celebrate all customers, regardless of size.” She expressed her excitement about the collaboration with Nordstrom, viewing it as an opportunity to extend Universal Standard’s reach and mission of making exceptional fashion accessible to a broader audience.
Universal Standard specializes in producing a variety of fashion items, including denim, tops, sweaters, trenches, and T-shirts, aimed at providing luxurious essentials for all body types. Historically, the brand has operated primarily through a direct-to-consumer model. However, with the rollout of its wholesale partnerships, it anticipates that this channel will account for approximately 10 percent of its overall revenue this year.
Looking forward, Veksler indicated that wholesaling will play a crucial part in Universal Standard’s growth strategies for 2025 and 2026. Since its founding, the Brooklyn-based brand has fulfilled over one million orders, showcasing significant momentum, including a reported 30 percent year-over-year growth for 2025.
Source: Noah Wire Services
