Universal Standard Expands Size-Inclusion Partnership with Nordstrom

Table of Contents

1. Key Highlights
2. Introduction
3. The Evolution of Universal Standard
4. Product Offerings
5. Retail Landscape Adaptation
6. Customer Expectations and Insights
7. Looking Ahead
8. Conclusion
9. FAQ

Key Highlights

• Universal Standard is expanding its presence in Nordstrom, offering sizes 12 to 32 in 20 select stores starting March 21, 2025.
• The brand, known for its commitment to size inclusivity, aims to democratize fashion for all body types.
• Founded in 2017, Universal Standard reports a significant increase in year-over-year growth and plans to diversify its wholesale partnerships.

Introduction

As the fashion industry grapples with issues of inclusivity and representation, one brand is leading the charge in making stylish clothing accessible to a wider audience. Universal Standard, a size-inclusive fashion label, is set to broaden its partnership with Nordstrom, showcasing an array of apparel in sizes 12 through 32 across 20 major retail locations. This move signifies not just an expansion for the brand, but also a shift within the retail landscape towards greater inclusivity.

In a world where approximately 67% of women in the U.S. wear size 14 or larger, the introduction of Universal Standard's offerings in Nordstrom stores is both timely and essential. As the brand prepares for its in-store launch, it continues to resonate with a mission to provide fashionable options for all body types.

The Evolution of Universal Standard

Founded by Polina Veksler and Alex Waldman, Universal Standard was born out of a necessity for size inclusivity in fashion. The duo recognized the gap in the market for stylish, high-quality clothing for plus-sized individuals, leading them to launch the brand in 2017. Initially, Universal Standard operated through a direct-to-consumer model, utilizing innovative pop-up shops that reached consumers directly.

Historical Context

When the brand opened its first pop-up in Nordstrom locations, it was one of the few retailers willing to partner with a size-inclusive brand, showcasing its dedication to embracing all body types. This partnership became a pivotal moment for both brands, fostering a commitment to inclusivity while cultivating customer loyalty.

Product Offerings

The expansion will include an assortment ranging from denim and tops to stylish sweaters and accessories. The curated selection features Universal Standard's core products that have become staples in many wardrobes across the country. This initiative exemplifies Nordstrom's commitment to diversifying its offerings and aiming to cater to all customers.

The Significance of Size Inclusivity

Universal Standard's ethos extends beyond mere size offerings. According to Veksler, the fashion industry has historically embraced exclusivity, and Universal Standard is actively working to change that narrative. "We're dismantling outdated norms," she states. "Our goal is to celebrate all customers, regardless of size." This commitment to representation and body positivity is influencing other retailers to reconsider their own product lines and sizing.

Retail Landscape Adaptation

In light of recent retail trends and the growing demand for size-inclusive clothing, many brands are beginning to shift their approaches. The global fashion market has recognized the imperative nature of size inclusivity, with consumers becoming increasingly vocal about the need for options that cater to diverse body types.

Expansion Strategy

In addition to its partnership with Nordstrom, Universal Standard is looking to expand its wholesale presence by launching with various online retailers such as Anthropologie and Macy’s. According to industry analysts, this strategic pivot is expected to increase revenue through broader distribution channels.

Customer Expectations and Insights

As Universal Standard rolls out its expanded sizing at Nordstrom locations, consumer feedback and expectations are crucial. A survey indicated that over 70% of plus-size shoppers feel frustrated with the lack of fashionable options available to them, highlighting the disappointment often experienced in traditional retail environments.

Addressing Customer Needs

By providing a range of designs that encompass fashionable essentials as well as bold statement pieces, Universal Standard seeks to empower customers with the right to express themselves through their style. The company’s marketing strategy reflects a desire to shape perceptions surrounding body image and fashion.

Looking Ahead

With the anticipated in-store launch, Universal Standard aims not only to increase its footprint within the retail sector but also to inspire other brands to embrace size inclusivity. Currently, the brand projects that wholesale will account for around 10% of overall revenue this financial year, which showcases its ongoing growth trajectory despite starting with a direct-to-consumer model.

Future Objectives

In the coming years, Universal Standard is focused on fortifying its partnerships and expanding its influence in the fashion industry. The brand’s leadership envisions a future where the need for inclusivity is standard practice. Veksler states, "This expansion isn’t just about clothing; it’s about normalizing the fact that fashion should be for everyone."

Conclusion

Universal Standard’s partnership with Nordstrom marks a new chapter in the ongoing campaign for size inclusivity in fashion. As it aligns with an industry shift and consumer demand for accessible fashion, it is a significant milestone in the movement towards celebrating all body types. With a decade of growth behind them, the brand is poised for a bright future, one that promises to redefine the retail landscape.

FAQ

What sizes will Universal Standard offer at Nordstrom?

Universal Standard will offer sizes 12 through 32 at select Nordstrom locations.

When is the launch date for Universal Standard products in-store?

The launch will take place on March 21, 2025.

What types of clothing will be available?

Shoppers can expect to find a variety of products, including tops, denim, sweaters, and versatile wardrobe staples.

How has Universal Standard performed since its inception?

Since its launch in 2017, Universal Standard has fulfilled over one million orders and demonstrated a 30% year-over-year growth in 2025.

What are the future plans for Universal Standard?

The brand is focused on further expanding its wholesale partnerships and increasing its influence over the size-inclusive fashion segment, aiming for a broadening market presence in the coming years.