About a year into his role as CEO of Bloomingdale’s, Olivier Bron has pinpointed a key issue facing American department stores today: they are too focused on short-term financial gains and have lost touch with inspiring shoppers. In an interview at Bloomingdale’s headquarters, Bron noted that retail has strayed from the core idea of inspiration. Pressures from Wall Street have shifted the focus away from customer engagement and long-term vision, which are crucial for creating rich in-store experiences.
Bron, who previously worked with Galeries Lafayette and Central Group, believes the essence of department stores remains the same—a space where customers can discover diverse products, showcased in creative and captivating ways. However, he insists that the criteria for inspiration have changed. It’s no longer enough to offer mainstream fashion; stores need to create new experiences through brand collaborations and themed events that engage customers in unexpected ways.
Bron has launched a growth strategy called “Dream Big,” which focuses on modernizing stores, supporting emerging brands, and enhancing relationships with vendors. Bloomingdale’s is expanding, in contrast to its sister brand Macy’s, which is closing stores. This strategy aims to set Bloomingdale’s apart from competitors like Saks Fifth Avenue and Neiman Marcus by emphasizing fun, accessible shopping experiences with a distinct New York vibe.
Bron’s mission to reignite Bloomingdale’s centers on improving brand partnerships and offering a relaxed shopping atmosphere, where new brands can thrive. With pop-up events and creative partnerships, like Rag & Bone’s collaboration with Lucali pizza, he aims to make Bloomingdale’s more relevant to both brands and consumers. Bron’s vision for Bloomingdale’s isn’t just about selling products—it’s about crafting memorable shopping experiences that keep customers inspired and engaged.
