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 targeted at a younger audience.

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.

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