Universal Standard Expands Footprint with Launch in Nordstrom Stores

Table of Contents

1. Key Highlights
2. Introduction
3. Bridging Online and In-Store Experiences
4. Industry Insight: The Growth of Inclusive Sizing
5. Expanding Wholesale Partnerships
6. Reshaping Consumer Expectations
7. Conclusion: A Fashion Revolution on the Horizon
8. FAQ

Key Highlights

• Universal Standard, a women’s apparel brand known for its inclusive sizing, has launched in 20 Nordstrom stores across the United States, following its online debut on Nordstrom’s website in January 2025.
• The launch features over 10 styles initially, with plans for additional offerings each month through September.
• This partnership represents a continuation of Universal Standard’s mission to democratize the fashion industry and expand access to stylish clothing for women size 12 to 32.

Introduction

When Polina Veksler co-founded Universal Standard in 2017, her vision was clear: break the mold of exclusivity in fashion and create a space where women of all sizes feel represented and empowered. Fast forward to March 2025, and that vision has taken a significant step forward with the brand’s launch in 20 Nordstrom locations, a pivotal move that highlights shifting dynamics in the retail space regarding inclusivity and accessibility in fashion.

The partnership with Nordstrom not only marks a full-circle moment for Veksler, who previously held styling pop-ups at the upscale department store, but it also emphasizes the growing demand for fashionable options within the extended size range. With Universal Standard's commitment to offering sizes from 12 to 32 and even extending to 40 on Nordstrom's website, the collaboration is poised to stimulate dialogue in the fashion industry about diversity and representation, challenging deep-seated norms.

Bridging Online and In-Store Experiences

Universal Standard initially launched its offering on Nordstrom's website in January 2025, setting the stage for this broader in-store introduction. This online presence allowed the brand to gauge consumer interest and adapt its offerings according to customer feedback. The decision to expand to brick-and-mortar stores is a calculated move, aligning with changing shopping habits where customers increasingly value personalized and tactile experiences that online shopping lacks.

The Store Launch Details

During the launch weekend, participating Nordstrom stores included notable locations such as:

• Seattle
• Mall of America, Minneapolis
• Michigan Avenue, Chicago
• Alderwood, Lynnwood
• Houston Galleria

These stores initially feature a curated selection of Universal Standard’s most popular styles across various categories, including:

• Denim: Known for its comfort and flattering fits.
• Workwear: Stylish options that embody professionalism without sacrificing personal style.
• Elevated Wardrobe Staples: Versatile pieces that can transition from casual to formal settings.

Over the coming months, Universal Standard plans to introduce additional styles each month leading up to September, further investing in its identity as a mainstay in contemporary women's fashion.

Industry Insight: The Growth of Inclusive Sizing

The launch of Universal Standard in Nordstrom is reflective of a broader trend in the retail environment—an increasing emphasis on inclusivity. According to market research, the plus-size clothing market is estimated to reach $24 billion by 2026, as consumer demand for diverse sizing continues to grow. This demographic shift prompts retailers to rethink their strategies, creating a more welcoming shopping experience.

Veksler has noted that the move towards inclusivity is not just a trend but a necessary evolution in the fashion industry. It is a step toward dismantling the outdated norms that have long dictated what is deemed "fashionable." By partnering with a retailer like Nordstrom, which has established itself as a leader in acknowledging and embracing diversity in fashion, Universal Standard is amplifying its mission.

Expert Commentary on Inclusivity

Industry analyst Melissa Genovese remarks, “The partnership between Universal Standard and Nordstrom sends a powerful message. It demonstrates to consumers that the demand for inclusive sizing is not merely a niche market but a foundational aspect of modern retailing. Brands that ignore this reality risk being left behind in an increasingly competitive landscape.”

Expanding Wholesale Partnerships

The collaboration with Nordstrom is part of Universal Standard’s strategic plan to broaden its wholesale partnerships. In addition to Nordstrom, the brand will launch in other major retailers throughout 2025, including Macy’s, Anthropologie, Nuuly, and several boutiques nationwide. This approach aims to diversify revenue streams, targeting the growing consumer segment actively seeking stylish options in extended sizes.

Revenue Growth and Future Projections

Despite being a privately held company, Universal Standard reported a remarkable 30% growth year-over-year. The brand also anticipates that its wholesale business will represent approximately 10% of total revenue by 2025. With these projections, the company is not only increasing its market reach but also solidifying its reputation as a trailblazer in inclusive fashion.

Veksler added, “Our goal is to ensure every shopper has access to the wardrobe of their dreams, removing barriers to inclusivity while meeting the demands of retailers. Understanding each partner's customer base allows us to curate an inventory that resonates.”

Reshaping Consumer Expectations

As Universal Standard continues to forge new paths within the fashion industry, it also aims to reshape consumer expectations. The typical shopping experience is being redefined. Shoppers are increasingly seeking brands that reflect their values—brands that prioritize sustainability, inclusivity, and individuality.

In this context, it is notable that Universal Standard's mission is also aligned with the broader movement towards ethical fashion practices. With each collection, the brand aims to utilize sustainable materials and promote responsible consumption. This focus not only appeals to environmentally conscious consumers but also positions Universal Standard as a leader among brands looking to make a difference in the industry.

Conclusion: A Fashion Revolution on the Horizon

The debut of Universal Standard in Nordstrom symbolizes much more than a new product launch; it represents a pivotal shift in the fashion landscape. As barriers continue to fall, and brands like Universal Standard lead the charge towards greater inclusivity, the future of fashion is poised for revolutionary change. Consumers are increasingly empowered by their choices, demanding brands that are not only stylish but also represent their identities and values.

As Veksler and her team prepare for the upcoming rollouts in Nordstrom and beyond, they are not merely expanding their product offerings; they are championing a movement that seeks to make exceptional fashion universally accessible. The implications of this transition extend beyond retail, fostering a culture of acceptance, self-expression, and empowerment in a previously exclusionary industry.

FAQ

What is Universal Standard?

Universal Standard is a direct-to-consumer women’s apparel brand that specializes in inclusive sizing. Founded in 2017, the brand aims to democratize fashion by providing stylish clothing options for women size 12 to 40.

When did Universal Standard launch in Nordstrom?

Universal Standard officially launched its products in 20 Nordstrom stores on March 24, 2025, following an earlier launch on Nordstrom’s website in January of the same year.

What types of clothing does Universal Standard offer?

The brand offers a variety of styles, including denim, workwear, and elevated wardrobe staples—all designed with inclusivity in mind.

How is Universal Standard expanding its business?

Universal Standard is expanding through strategic partnerships with various retailers, including Nordstrom, Macy’s, and Anthropologie, aiming to increase its presence in the wholesale market throughout 2025.

What can consumers expect from Universal Standard in the future?

Consumers can expect new styles to be introduced monthly at Nordstrom stores through September 2025, alongside continued growth in the brand’s wholesale partnerships, focusing on inclusivity and sustainable fashion practices.