Nordstrom and Fanatics announced a new long-term partnership through which customers will have access to shop Fanatics licensed sports fan product.

Nordstrom will manage the front-end digital customer experience, while orders will be fulfilled and shipped by Fanatics. Fanatics will also make championship products designed and manufactured on-demand through its vertical commerce business model and supply chain.

“We are thrilled to partner with Fanatics to serve both current and new customers, just in time for the gifting season,” said Teri Bariquit, chief merchandising officer, Nordstrom. “Through this innovative partnership model and new product category, we can now meet the needs of sports enthusiasts and the people who shop for them. Since Fanatics is the industry leader in this category and a digital-first company with strong investments in technology, they made the perfect fit for us to differentiate our offer and give customers increased selection to discover.”

Earlier this year Nordstrom shared its long-term growth plan through increased non-wholesale models to offer customers more choices. Nordstrom said the Fanatics partnership supports its strategy to offer a broader assortment online and deliver personalization at scale.

Through this partnership, Nordstrom will introduce a new product category to its assortment with men’s, women’s and kids licensed products in its Sports Fan Shop. The vertical will feature merchandise from top leagues including the NFL, NCAA, NBA, and MLB. The tailored product selection is from Fanatics merchandise portfolio and includes Fanatics, Nike, Adidas, and Mitchell & Ness brands.

“Fanatics is incredibly excited to partner with Nordstrom and provide its shoppers with access to a new selection of officially licensed sports merchandise for the first time,” said Jack Boyle, Fanatics global co-president, direct-to-consumer. “We look forward to introducing this new category to their business and creating an elevated experience for all members of the family to celebrate their pride and passion on gamedays and beyond.”

Photo courtesy Fanatics/Nordstrom