This new Bloomingdale’s in Virginia shows how the department store is scaling down to make the shopping experience more ‘convenient’

clothing racks, sunglass racks and mannequins inside a Bloomie's by Bloomingdale's in Fairfax, Virginia
  • Bloomingdale’s is embracing its iconic nickname with a store called Bloomie’s set to open in August.
  • The Fairfax, Virginia, location will be one-tenth the size of the average Bloomingdale’s store.
  • The company says the smaller size is meant to create a “convenient,” “fresh and casual” experience.
  • See more stories on Insider’s business page.

Bloomingdale’s is flouting the idea that bigger is better with its latest store, which is a small fraction of its typical store size.

The company announced plans Wednesday to open the first location of its new store concept, Bloomie’s, which takes after the department store chain’s popular nickname.

the exterior storefront of a Bloomie's by Bloomingdale's in Fairfax, Virginia

“Bloomie’s has always been a term of affection from our loyal customers,” said Bloomingdale’s CEO Tony Spring in the press release. “Our new Bloomie’s store will deliver everything they love about Bloomingdale’s in a highly edited, convenient, and unexpected way.”

The store is 22,000 square feet, which is less than one-tenth the size of the average Bloomingdale’s store.

a seating area and the front desk of a Bloomie's store by Bloomingdale's in Fairfax, Virginia

The notably smaller size is part of an effort to create a “fresh and casual” shopping experience at the location, Spring added in the release.

The location will house a variety of brands across men’s and women’s apparel and beauty products.

clothing racks and the customization area at a Bloomie's store by Bloomingdale's in Fairfax, Virginia

Bloomie’s offerings will include ready-to-wear fashion, activewear, shoes, handbags, beauty products and jewelry. 

Bloomie’s employees will have new technology features at their disposal to help customers find what they’re looking for.

a seating area and the front desk of a Bloomie's store by Bloomingdale's in Fairfax, Virginia

Each stylist will have “digital selling capabilities” that let them find products outside of Bloomie’s, including at nearby Bloomingdale’s stores and even the 59th Street flagship location in New York, according to the release. The features will also allow employees to work with customers making online orders. In fitting rooms, the added technology makes it possible for Bloomie’s customers to request help with the push of a button.

Customers can also buy online for in-store or curbside pickup, as is the case with existing Bloomingdale’s locations.

 

 

The store will also offer ways to tailor products to customers.

clothing racks and the customization area at a Bloomie's store by Bloomingdale's in Fairfax, Virginia

Bloomie’s will offer personalization and customization services, as well as alterations. 

Customers looking to grab a bite while shopping can stop by Colada Shop at Bloomie’s.

the exterior storefront of a Bloomie's by Bloomingdale's in Fairfax, Virginia

The Washington, D.C., area favorite will serve up cocktails, coffee and Cuban food indoors or in its outdoor patio seating area. 

Bloomie’s will open on Aug. 26 in Fairfax, Virginia.

clothing racks, sunglass racks and mannequins inside a Bloomie's by Bloomingdale's in Fairfax, Virginia

It will be located in the city’s Mosaic District shopping center. 

Leading up to the grand opening, Bloomie’s will host “pre-opening activations” in the shopping center throughout August.

clothing racks, sunglass racks and mannequins inside a Bloomie's by Bloomingdale's in Fairfax, Virginia

Several activities are planned for the week of the grand opening and will be announced at a later date.

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