In his 2007 autobiography, Bruce Nordstrom wrote about the time he quit smoking.
He was at a party in a Japanese restaurant for his cousin John who caught him smoking a cigarette. John, who was relieving Bruce of his assignment running Nordstrom Inc.’s Portland, Ore., store, told Bruce: “You ought to quit smoking,” and Bruce replied, “I can quit anytime I want.” They bet on it. John wrote a check for $100, and said, “It’s yours, but if you smoke one cigarette in the next year, you’ve got to give me $200.” Bruce got mad at the dare, ripped up the check, said he didn’t want John’s money — and never smoked another cigarette in his life.
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Bruce Nordstrom could always take on a challenge and was not the type to shy away from one, though humble and quiet in demeanor. He died peaceably on May 18 at the age of 90.
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At age nine, he was sweeping the family store. At age 14, he started selling shoes in the bargain basement of Nordstrom’s Seattle store despite feeling “plagued by my redheaded personality and my redheaded complexion” and often getting red-faced engaging customers in conversation. He considered selling shoes, “a dirty and sweaty business” but learned from his father the importance of “treasuring” every customer, he wrote.
Decades later, running the Nordstrom business, he maintained the store’s full range of shoe styles and sizes, even those stock keeping units that had few takers, while competitors avoided going wide and deep in the category. He led the company on a daring expansion into California despite many industry pundits who thought the Seattle-based Nordstrom wouldn’t survive beyond the Northwest. The idea of opening a New York City flagship, he wrote, “really got my blood flowing because we’ve been trying for a location there for nearly 30 years.” His dream was realized when Nordstrom opened its seven-level flagship on Broadway and 57th Street in 2019.
The self-proclaimed “shoe dog” managed Nordstrom Inc. through its impressive national expansion as well as through periods of business highs and lows — for four decades in all. He also oversaw the launch of the first Nordstrom Rack off-price store in the basement of the Seattle department store, another daring move that industry experts figured would undermine the full-price selection just above. But Bruce and his family saw the synergy that could be attained.
Bruce was the grandson of the company’s founder, John Nordstrom, who immigrated from Sweden to the U.S. at the age of 16 and opened the first Nordstrom store, which initially specialized in shoes, in 1901 with Carl Wallin, a shoemaker.
Bruce’s sons Erik and Pete, Nordstrom’s Inc. chief executive officer and president, respectively, said their father would be remembered as “a legendary business leader, with a tireless work ethic, a generous community citizen, and for his unwavering dedication to his family and friends.”
Here’s how other industry figures recall Bruce Nordstrom and his legacy.
Leonard A. Lauder, chairman emeritus, The Estee Lauder Cos.: I’ve known Bruce and the Nordstrom family for many years, ever since they first expanded beyond the shoe business. Bruce was always a wonderful partner, a great man and he will be missed.
Giorgio Armani: It was with great sadness that I learned of Bruce Nordstrom’s passing, his passion, integrity and tireless work ethic were an inspiration to many and strongly resonated with my own principles. I have been thinking of our collaboration throughout the years and about how family-run businesses stand as testaments to the enduring power of values and the legacy these enterprises wish to leave behind.
John Idol, chairman and CEO, Capri Holdings Ltd.: Bruce’s impact on the world of retail was revolutionary. His vision for engaging and exciting customers was inspiring, always putting the customer at the forefront of the shopping experience. He was a thoughtful business partner and will be dearly missed.
Geoffroy van Raemdonck, CEO, Neiman Marcus Group: We were saddened to learn of the passing of Bruce Nordstrom earlier this week. Neiman Marcus Group extends our deepest condolences to the Nordstrom family and the entire team. The fashion industry is built upon an incredible community rooted in shared respect and passion. Like Neiman Marcus and Bergdorf Goodman, Nordstrom is a company built on the foundation of family-led leadership. Bruce’s legacy leaves an indelible mark on all of us who strive to uphold the traditions and values that define our brands.
Mickey Drexler, chairman, Alex Mill: As we all know, Bruce started out sweeping floors at Nordstrom. He set the standard for future generations of Nordstrom employees including his own sons, Blake, Pete and Erik, who all started at the bottom and worked their way up. [Blake passed away in 2019.] I admired Bruce greatly. He was one of the last true merchants we had in our industry, and he leaves behind a rich legacy. He was one of the last true merchants we had in our industry, and he leaves behind a rich legacy.
Gildo Zegna, chairman, CEO, Ermenegildo Zegna Group: Mr. Bruce Nordstrom was a visionary entrepreneur, an extraordinary man of great depth. He was the leader of a family business that has never stopped evolving over the years. Through his passion and perseverance, he transformed Nordstrom from a Seattle shoe shop into one of the largest retailers in the United States and one of the most recognized brands in the world.
Andy Lew, global CEO of St. John, who worked as a divisional merchandise manager at Nordstrom for 10 years: As a former Nordstrom associate, I had firsthand experience with Mr. Bruce. It was a true opportunity to learn from him as he was the ultimate servant leader who always put the customer first. He was from a generation that walked the floor almost daily, who knew every aspect of the business from product to store associates. He showed me the importance of service, but he was ahead of his time in creating experience and brand loyalty for Nordstrom. His high standards for visuals and in-store displays all played into how he was always thinking about the client, which ultimately is still the most important aspect of what we do and how the customer feels when buying something.…I have continued to apply his values and lessons in my own career.
Josie Natori, CEO, founder, The Natori Co.: I will always cherish the memories of being in the presence of Bruce and his sons Blake, Peter and Erik in his home in celebration of Natori getting the vendor of the year recognition 20 years ago. I was in awe with the aura emanating from Bruce and his pride, love and bond with his remarkable sons.
Manolo Blahnik: Bruce was one of the greatest creative forces in the retail business who will be greatly missed.
Steve Madden, founder, creative and design chief, Steve Madden: What he built was amazing; almost like a school of thought. I loved the Nordstrom pride he instilled. I wanted that for my company. He told me he has a bench in Central Park. I’m going to find it, sit on it and say goodbye to him.
Sam Edelman, cofounder, CEO, and creative director, Sam Edelman: I spent my entire career trying to live up to the standards that Bruce Nordstrom established as the bellwether of the shoe business. This is a deep loss to both the industry and his family. Libby and I send our heartfelt condolences.
Diane Sullivan, executive chairman, Caleres: Bruce’s legendary commitment to customer service set the standard to which all of us aspire, and the integrity of the Nordstrom family is unmatched. My sincere condolences to the Nordstrom family and the entire organization.
Jay Schmidt, president, CEO, Caleres: On behalf of everyone at Caleres, we are saddened by the loss of Bruce Nordstrom. Under his leadership, Nordstrom grew into an outstanding retailer with an amazing culture of superior merchandising and customer service.
Susan Itzkowitz, president, Marc Fisher Footwear: As a department store visionary, Bruce Nordstrom not only built an amazing company but also made Nordstrom a cornerstone in the footwear industry. His integrity, honesty and openness were hallmarks of his leadership.
Britt Olsen, chief commercial officer, On: Our thoughts are with the Nordstrom family, a family that has felt joined with ours since the beginning of On in the U.S. What sets Nordstrom apart is the kindness and care that lives in its value, which its shares and spreads with its partners and teammates. The Nordstrom values are a direct reflection of who Mr. Bruce was and to say he left it better than he found it is an understatement.
Gene Pressman, former co-chairman and co-CEO, Barneys New York: Back in the day, Nordstrom was really known for its shoe business. I don’t think I would call them fashion forward, but they had a quality men’s business and a thriving men’s business. I think our customer was probably younger and more fashion forward than theirs. We were in different markets, and Nordstrom only came to New York recently. They were known as very good merchants. They knew their market. I can relate to them because they were a family affair, like we were.
Giorgio Canali, regional director – Americas, Canali: I remember meeting Bruce Nordstrom at a new store opening. His desire to be present to greet customers, to meet and talk to the entire store team and his interest in reviewing the merchandise assortment says a lot about his passion, dedication and work ethic. He perfectly exemplified the Nordstrom customer-centric vision. He will remain an inspiration for all.
Ari Hoffman, CEO, Ted Baker North America: Bruce was a titan in the world of retail — a passionate retailer and a great humanitarian. He had an unparalleled ability to connect with and empower people, nurture relationships, and always placed high value on integrity, and mutual respect. His love for the industry and dedication to serving customers was his driving force. Bruce has made a lasting impact on the retail landscape and on all who had the privilege of knowing him. Bruce’s legacy of excellence will endure for generations to come.
Andrew Jassin, managing member, Jassin Consulting Group: With the death of Bruce Nordstrom, the world of fashion and retail lost another one of its pillars. Bruce was a powerful voice who led the Nordstrom family in creating the consumer centric values of Nordstroms.
Kenneth Cole, founder, chief creative officer, Kenneth Cole Productions: It’s truly remarkable how Bruce Nordstrom and his family have forever transformed the shoe and fashion industry. Their revolutionary vision has completely reshaped the way fashion is presented, sold and customer service is delivered. Today, the industry owes a great deal of gratitude to Bruce Nordstrom for his inspiring and visionary leadership and mentorship.
Mary McFadden: Bruce Nordstrom was kind, a great businessperson and an innovative person regarding fashion and expanding the stores from the Pacific coast to the Atlantic coast. We all will miss him.
Mark Badgley, designer, cofounder, Badgley Mischka: I am from Nordstrom country. I grew up in Portland, Ore., and my family did a lot of things in Seattle. I was raised on Nordstrom’s. I remember when they were just a shoe store way, way back when. My father was an executive at a department store, which was obviously an archrival. But the cool store was Nordstrom. It was much more fun when we got to shop at Nordstrom’s. They certainly ruled supreme in that part of the country. I’ve always had a tremendous amount of respect for the family and the store of course for the level of service. They were ahead of their time in that arena by a landslide. They also always had a way of catering to the fashion customer and the customer next-door.
Cecile Revah, CEO, BugatchI: Everyone at Bugatchi sends our condolences for the loss of Bruce. A life well lived. A maverick trailblazer and retail giant as well as a great philanthropist. For me personally, it was under Bruce’s leadership that Bugatchi was first launched at Nordstrom. We will be forever grateful for the opportunity Bruce gave us. Our deepest sympathies and best wishes go out to the entire Nordstrom family.
Joey Gabbay, CEO of brand management company Bluestar Alliance: Bruce Nordstrom was a legendary and transformational leader. He was widely known for his passion, tireless work ethic and unwavering commitment to the customer and community. Bruce Nordstrom had a profound impact on the entire retail industry, and his dedication and generosity will forever remain an inspiration to us all.
Gary Wassner, CEO, Hilldun Corp., chairman Interluxe Holdings: Bruce was a true visionary. Without ego, he helped to structure the leadership of his family’s company in a way that created independent thinkers and precipitated the tremendous success of Nordstrom.
— With contributions from Jean E. Palmieri, Jenny B. Fine, Luisa Zargani, Rosemary Feitelberg, Deborah Belgum, Shoshy Ciment and Stephen Garner