Bruce Nordstrom, part of the Nordstrom family that expanded a small chain of Pacific Northwest shoe stores into a global fashion retail powerhouse with over 150 locations, passed away at 90 in Seattle, as confirmed by a company spokesperson.
Management Through Co-Leadership
As the grandson of John W. Nordstrom, the Swedish immigrant founder of the company, Nordstrom belonged to the third generation of family members who jointly managed the company, sharing power and decisions through consensus, an unusual but successful tradition that goes on to this day.
He worked alongside his cousins John N. Nordstrom and Jim Nordstrom, brothers, and Jack McMillan, then married their cousin Loyal Nordstrom. While management by committee is typically seen as risky, the Nordstrom family, beginning with Bruce's father, Everett, and his uncles, Elmer and Lloyd, believed in the effectiveness of co-leadership, which was founded in Seattle in 1901.
When Lloyd Nordstrom appointed 30-year-old Bruce as president of the company in 1963, Bruce accepted the position. However, he soon decided to follow the leadership model of his father's generation and share the responsibility with his three relatives. In his 2007 autobiography, "Leave It Better Than You Found It," Bruce Nordstrom reflected on this decision, noting that it worked out well for everyone involved while describing a feeling of relief as if a burden had been lifted from his shoulders.
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The Nordstrom's Legacy
Robert Spector, author of The Nordstrom Way, observed that Bruce Nordstrom was considered the group's nominal leader. However, the company's egalitarian system, where each executive managed their expertise, succeeded due to a blend of pride and humility, with the company's interests always taking precedence over individual needs.
Starting with seven shoe stores in Seattle and Portland, Oregon, the family rapidly expanded the chain throughout the late 1970s and 1980s, extending into California and eventually across the country while diversifying into clothing and accessories. What began as a regional shoe store chain with less than $40 million in sales grew into a retail giant, operating 182 stores across 28 states and offering online shopping in 30 countries, generating sales exceeding $9 billion.
When the family opened an outlet in Southern California in 1978, Bruce Nordstrom and his cousins faced skepticism about their planned expansion. Critics doubted their ability to succeed outside the Northwest, suggesting that the sophisticated California market would be challenging for them. Despite his mild-mannered demeanor, Bruce was an ambitious and determined leader, and the negativity only fueled his drive to work harder. He relished proving their capabilities, noting that their success in new markets gave them the confidence to continue expanding.
Nordstrom acknowledged the company's leaders' occasional differences, noting that they would vote when decisions needed to be made. While there might be intense discussions behind closed doors, they were committed to finding solutions and walking out as one when reaching a decision.
