It’s role reversal time at Nordstrom Inc.

This story first appeared in the May 21, 2014 issue of WWD. Subscribe Today.

Erik Nordstrom, formerly president of stores, has become president of Nordstrom Direct, while Jamie Nordstrom, formerly president of Nordstrom Direct, has become president of stores.

“Customers view us as one Nordstrom — our challenge is to act like one Nordstrom,” said Erik Nordstrom, who continues to sit on the board. “As we work to further leverage our capabilities across Nordstrom stores and in what today is a growing $10 billion regular-price business, we believe this move will help us meet that goal.”

“Customers don’t value channels, they value experiences, and our entire team is focused on creating innovative and relevant customer experiences,” said Jamie Nordstrom. “We believe that by making this change we can better support our team in taking an even more integrated approach in how we serve customers.”

Blake Nordstrom continues as president of the corporation, while Pete Nordstrom remains president of merchandising.

Nordstrom Inc. operates Nordstrom stores,, Nordstrom Rack, and HauteLook.

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