Direct A Bright Spot In Nordstrom’s Second Quarter

Retailer Nordstrom racked up $2.15 billion in sales during second-quarter 2009, a drop from the $2.29 billion it pulled in during second quarter 2008. The company net earnings fell as well, from $143 million a year ago to $105 million. The quarter ended Aug. 1.

Sales within Nordstrom Direct, the company’s direct-to-consumer operations, rose by 3.5% over second-quarter 2008’s levels, while same-store retail sales dropped by 12.3%.

Nordstrom did not break out specific dollar amounts of its direct and retail sales within its most recent earnings release. According to Securities and Exchange Commission filings, a year ago second quarter retail sales for the company amounted to $2.18 billion, while direct sales were $174 million.

During the just-ended second quarter, top-performing merchandise categories for full-line stores and Nordstrom Direct combined were Dresses, Kids’ Shoes and Apparel, and Fashion Jewelry. Broken out by region, the South and Mid-Atlantic regions were the top-performing geographic areas for full-line stores.

The Eavesdropper’s Take: During an earnings conference call, Nordstrom president Blake W. Nordstrom touted the company’s multichannel efforts. “We enhanced our online marketing, shifting dollars from print to online,” he said. “One of the elements that made [the company’s annual anniversary sale] more successful this year was our ongoing focus on multi-channel. Clearly the customer has been telling us for some time they want to shop with us on their terms and they view our company as one company, not separate silos or business units. These multi-channel efforts really come together for this event and dramatically helped our service and subsequently our volume.”