Heirs Lead Nordstrom Into Future Family’s Fourth Generation Preps For New Era Of Retailing

Six young men who spent their teens in stock rooms and waiting on customers - just as their grandfathers did decades ago - today face stiff challenges in leading Nordstrom into the 21st century.

The co-presidents named earlier this week - all fourthgeneration Nordstroms and all in their 30s - will direct Nordstrom’s foray into catalog sales and interactive television, and open 15 new stores by the end of 1998.

Nordstrom Monday said the team - Jim A., 33; Dan, 32; Bill, 31; Blake, 34; Pete, 33 and Erik, 31 - will be responsible for daily operations as they prepare to someday take the helm at the Seattle specialty retailer.

For now, control of the company rests with newly named cochairmen Ray Johnson, 53, and John Whitacre, 42, the first time in Nordstrom’s 94-year history that the top positions are held by non-family members.

“You’re not going to see a change in the basic nuts and bolts of the way Nordstrom does business - things such as our commitment to service, quality, value and selection,” said John Nordstrom in a prepared statement.

Blake Nordstrom said the new co-presidents left town Monday to visit employees in stores across the country. “We are very close … and are excited about getting back together here in Seattle,” he said.

The four family members who served as co-chairmen - brothers John, 57, and Jim, 55; cousin Bruce, 61; and cousin-in-law John McMillan, 63 - vacated the cochair posts but remain on Nordstrom’s board and will serve as the company’s executive committee.

Analysts and observers said Nordstrom has taken appropriate steps to ensure a stable family succession. The third generation will remain active in the company, as will Whitacre and Johnson.

Noticeably absent from the line-up of new managers are any female members of the Nordstrom family.

Johnson said the larger copresidency “will allow Nordstrom to increase its focus on its growing apparel, private label, catalog and off-price retail divisions, as well as give better support to the company’s 13 regions.”

Expansion and geographical diversification are important. Lesa Sroufe, analyst with Ragan MacKenzie in Seattle, said Nordstrom’s plan calls for opening four or more stores a year. This year, Nordstrom is opening stores in Dallas, Detroit, Denver and Philadelphia.

Most of the fourth generation has kept a low public profile.

As a member of the Downtown Seattle Association’s board, Blake has probably been the most active and outspoken. He has managed the downtown store and has been vice president and general manager of Washington and Alaska operations since 1991. He will oversee shoes, one of Nordstrom’s most important businesses; the Rack, the discount division; and some other operations.

Friends say Dan spent time as a ski bum after college in Colorado. He recently launched the direct-sales division, which he will continue to direct, as well as oversee men’s clothing and investor relations.

Pete reportedly played bass guitar in a rock-‘n’-roll band during college. He was Nordstrom’s Orange County, Calif., regional manager and now will handle children’s clothing, lingerie, human resources and sales promotion.

Erik played basketball at the University of Washington. He will oversee some women’s apparel divisions, personal shopping and the privatelabel business.

Bill has been corporate merchandise manager for women’s fashion accessories, and will oversee cosmetics, gifts and fashion accessories.

Jim, most recently vice president and general manager for Northern California, will oversee women’s better apparel, real estate and store planning.

Nordstrom currently has 76 stores, 35,000 employees and sales of $4 billion.