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Treasure&Bond is Nordstrom's first venture into SoHo. Unlike its regular stores, this boutique is much smaller and offers brands and styles that are...

Caroline Ku
Caroline Ku on August 17, 2011.

After flirting for years with a move into New York City, Nordstrom is opening a full-priced store in Manhattan. But the store will not have Nordstrom in its name, or even feel like a Nordstrom.

Called Treasure&Bond, the new store will open Friday in SoHo and will be less than a tenth the size of a typical Nordstrom department store. In fact, it is a big experiment that will not even contribute to Nordstrom’s bottom line, as the profits have been committed to charity.

That may seem odd for a public company, but retail analysts said it was sensible for the Seattle-based chain, which for years has been trying to figure out the New York market before formally opening a full-fledged department store. Stephanie Clifford/The New York Times.

Image by Sara Krulwich.

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