25 cool online startups you might not have noticed are now at Nordstrom

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25 cool online startups you might not have noticed are now at Nordstrom

The Insider Picks team writes about stuff we think you'll like. Business Insider has affiliate partnerships, so we get a share of the revenue from your purchase.

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outdoor voices nordstrom

Outdoor Voices

You can now shop popular online brand Outdoor Voices at Nordstrom.

  • Popular online startups like Allbirds, Casper, and Dagne Dover are making their products more accessible by partnering with Nordstrom.
  • Their presence on Nordstrom means you can put them all in the same cart along with your buys from traditional brands, and you'll benefit from Nordstrom's free two-day shipping policy in most cases.
  • We found 25 great startups ranging from clothing to home goods that are now available on Nordstrom.

Though a popular business strategy for new startups today is to sell direct-to-consumer through their own websites, the practice often serves as a springboard for other retail opportunities, not an outright boycott.

Many online startups eventually find their way into popular retail stores that you've been shopping at for years. It's another way to get their products in front of more eyes, plus it's undeniably convenient to shop all your favorites at one site and enjoy free shipping and return perks.

Startups tend to be careful about the traditional retailers they do decide to partner with. They don't want to dilute their brands and they want to reach the right types of customers. Understandably, Nordstrom, with its reputation for curated style and quality, is a popular retail partner for up-and-coming online startups.

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On Nordstrom's site, you can shop 25 brands that the internet has been buzzing about for the last few years. They tend towards clothing and shoes, but you'll also find skin care and home products.

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Disclosure: This post is brought to you by the Insider Picks team. We highlight products and services you might find interesting. If you buy them, we get a small share of the revenue from the sale from our commerce partners. We frequently receive products free of charge from manufacturers to test. This does not drive our decision as to whether or not a product is featured or recommended. We operate independently from our advertising sales team. We welcome your feedback. Email us at insiderpicks@businessinsider.com.

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LIVELY

LIVELY
Shop Lively bras, underwear, and swimwear at Nordstrom here

If you don't want to spend more than $35 for a good bra, look no further than Lively. It can be hard to feel confident in your skin if your bra is uncomfortable, but Lively nabs the comfort factor (even for much-maligned strapless bras) without sacrificing style.

MVMT

MVMT
Shop MVMT watches and sunglasses at Nordstrom here

MVMT's sleek watches look a lot more expensive than they are, but have no fear — you can get an automatic watch for $300 and other watches for even less. Grab a pair of its sunglasses to make a powerhouse pair of accessories.

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Youth to the People

Youth to the People
Shop Youth to the People skin care at Nordstrom here

Spinach and kale go well in salads, smoothies, and according to startup Youth to the People, skin care products, too. These safe creams, cleansers, and masks containing powerful antioxidants, vitamins, and nutrients have been described as "a superfood smoothie for your skin."

Dagne Dover

Dagne Dover
Shop Dagne Dover bags at Nordstrom here

Dagne Dover handles all your bag needs — work tote, laptop bag, travel or gym bag — with the same poise and sophistication you hope to approach your busy schedule with. We're continually impressed not only by the distinctive styles but also by their smart interior compartment organization.

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Casper

Casper
Shop Casper bedding at Nordstrom here

While you can't pick up a Casper mattress from Nordstrom, you can buy its surprisingly impressive bedding products or a small bed for your best friend. A good night's rest relies on a number of factors, not only the mattress type, so don't sleep (or do) on Casper's sheets and duvet covers.

Cotopaxi

Cotopaxi
Shop Cotopaxi outdoor gear at Nordstrom here

Beyond its colorful, well-designed outdoor gear, Cotopaxi is worth shopping as a B Corp committed to using its profits for good. It designates 2% of their revenue every year to the fight to eradicate poverty and believes getting people outdoors will in turn help them treat the outdoors a little better.

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Allbirds

Allbirds
Shop Allbirds shoes at Nordstrom here

Allbirds has come a long way since launching its famous Wool Runners. Whether you choose to stay cool in its Tree line of sneakers made from eucalyptus pulp, or traipse around the house in its Wool Loungers, you can expect unprecedented comfort and easy-to-wear minimalism.

Bombas

Bombas
Shop Bombas socks at Nordstrom here

We wear our Bombas socks whenever we can: to the gym, for hiking, or with our winter boots. That's because they're just the right thickness, they feel supportive, and they never slip down our legs or ankles.

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Foreo

Foreo
Shop Foreo skincare devices at Nordstrom here

After trying many other facial cleansing devices, we always find ourselves returning to Foreo's gentle yet highly effective silicone brush cleansers. They're not cheap, but you'll feel the difference in your skin after just one use, and we love that they stay powered for weeks (if not months) on a single charge.

Baggu

Baggu
Shop Baggu bags at Nordstrom here

Baggu's founder calls these cotton and ripstop nylon bags "simple, useful, and delightful." Its famous tote bags are often used for activities like grocery shopping and laundry, but its other bags (backpacks, weekenders) are also practical options to shop.

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Tommy John

Tommy John
Shop Tommy John underwear and loungewear at Nordstrom here

"Do I really want to spend $30 on underwear?" you might ask yourself. The Insider Picks team's unequivocal answer is yes, and you won't regret it. Guys can't go wrong with any of Tommy John's innovative and comfortable fabrics; ladies, unfortunately your styles aren't available on Nordstrom yet.

Outdoor Voices

Outdoor Voices
Shop Outdoor Voices athletic wear at Nordstrom here

Cult-favorite brand Outdoor Voices revolves around the concept of "Doing Things." Sporting its distinctive color-blocked leggings and sports bras, you'll always feel motivated to take this mantra to heart.

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Birdies

Birdies
Shop Birdies slippers at Nordstrom here

The velvet, cushioned slippers from Birdies bring the warmth and comfort of indoor lounging to the city streets in a fashionable way. You can choose between slides and classic smoking slippers in a variety of colors and patterns.

Stance

Stance
Shop Stance socks and underwear at Nordstrom here

Once the NBA's official on-court sock, Stance is the rare brand that's as beloved by athletes as it is by artists and rock musicians. Part of the reason has to be its bold, graphic prints that reveal a refusal to stick to the status quo. If you have enough socks in your drawer, its underwear is also worth checking out.

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Native Union

Native Union
Shop Native Union tech accessories at Nordstrom here

Tech, while useful, can be written off as cold and impersonal. Native Union brings personality back to tech accessories like phone cases, charging cables, and charging hubs with its unique and modern designs.

Bonobos

Bonobos
Shop Bonobos menswear at Nordstrom here

As a direct-to-consumer startup that started early in the game, Bonobos offers the advantage of having many styles available at its traditional retail partners. From graphic print T-shirts and swim trunks to sport coats and tuxedos, you'll be comfortably suited for any occasion in your life.

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Sugarfina

Sugarfina
Shop Sugarfina candy at Nordstrom here

Candy lovers should be familiar with Sugarfina, a playground of elevated treats for adults with sweet tooths (or is it sweet teeth?). It's always coming out with fun collaborations and seasonal collections, which can often also be found at Nordstrom.

Greats

Greats
Shop Greats shoes at Nordstrom here

We've lusted after many a designer sneaker but have never been able to justify paying thousands of dollars for a pair. Thanks to Greats, we don't have to. Its under-$300 sneakers combine premium Italian craftsmanship with classic, Brooklyn-inspired style.

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Richer Poorer

Richer Poorer
Shop Richer Poorer loungewear at Nordstrom here

Some of the most impressive startups are the ones that do "simple" really well. Richer Poorer, maker of organic cotton T-shirts and bralettes, comes to mind immediately. Good luck getting yourself out of the bed or couch once you've slipped on its soft and cozy loungewear.

Freshly Picked

Freshly Picked
Shop Freshly Picked baby shoes at Nordstrom here

Babies and toddlers nowadays are more stylish than I ever was at that age, and that's thanks in part to the influence of Freshly Picked, a leather shoe company that grew out of a mom's Etsy shop. The adorable moccasins are made from 100% genuine cowhide leather and they're easy to pull on and off.

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State Bags

State Bags
Shop State Bags at Nordstrom here

Adults are carrying backpacks well past their school years and State Bags is one of those brands making the transition a seamless one. They're more affordable than luxury backpack options but still made with quality materials including leather and water-resistant nylon.

True & Co.

True & Co.
Shop True & Co. bras at Nordstrom here

Part of a wave of new lingerie startups challenging Victoria's Secret, True & Co. asked 6 million women what their perfect wireless bra looked like and delivered accordingly. The $49 True Body Wireless Bra is stretchy, seamless, and so light you might forget you're wearing it.

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Chef Steps

Chef Steps
Shop the Chef Steps sous vide at Nordstrom here

The Chef Steps cooking device is the best sous vide we've tried yet because it packs a variety of high-tech features into a manageable, compact size. It's more user-friendly and it heats up water more quickly than its close competitors so you can impress your dinner guests with a professional-quality meal.

Happy Socks

Happy Socks
Shop Happy Socks at Nordstrom here

Happy Socks are socks that you actually want to peek out from under your pants. In fact, whole outfits could be styled around this small article of clothing. Because of their flashy patterns and bright colors, they're highly giftable — for a loved one or yourself.

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Thinx

Thinx
Shop Thinx underwear at Nordstrom here

Thinx makes innovative period-proof underwear that lets women carry on with their daily activities and workouts without a worry in the world. The super-absorbent underwear is even machine-washable.