Universal Standard, the size-inclusive brand, is expanding into Nordstrom, launching online and in-store with one of the most comprehensive size ranges from a women’s apparel brand.
On Sunday, Nordstrom will introduce a curated assortment of Universal Standard’s staples in sizes 12 through 32 in 20 select locations, including The Mall of America in Minneapolis, Michigan Avenue in Chicago and Alderwood in Lynnwood, Wash.
It’s a full-circle moment for Universal Standard. When Universal Standard first launched in 2017, cofounder and chief executive officer Polina Veksler traveled the country hosting size-inclusive styling pop-ups in Nordstrom locations, at the time, the only retailer willing to partner with the brand. The brand is now set to launch with other online retailers, including anthropologie.com, macys.com, Wantables and Nuuly and nearly 50 regional boutiques across the country and other online retailers across the U.S. this year.
“We’re excited to be growing our partnership with Universal Standard, introducing an expanded assortment of plus size styles into 20 Nordstrom stores nationwide and on Nordstrom.com,” said Emily Crandall, senior vice president and head of women’s apparel at Nordstrom. “We’re committed to making sure we can deliver great styles across the size spectrum that make customers look good and feel their best. Our partnership with Universal Standard is enabling us to make more progress in this space.”
A look from Universal Standard.
“For too long, the fashion industry has been defined by exclusivity, but at Universal Standard, we’re dismantling this outdated norm and democratizing the shopping experience to celebrate all customers, regardless of size,” Veksler said. “I could not be more thrilled to partner with Nordstrom, one of the world’s most well-established retailers, to expand our mission and make exceptional fashion accessible to more shoppers than ever before.”
A look from Universal Standard.
Universal Standard makes denim, tops, sweaters, trenches, T-shirts and more luxurious essentials.
Historically, Universal Standard ran its high-growth business solely through a direct-to-consumer model. While its 2025 wholesale partnerships are just starting to roll out, the brand expects wholesale will comprise about 10 percent of overall revenue this year.
Looking ahead, wholesale partnerships will continue to play a critical role in Universal Standard’s 2025 and 2026 expansion goals, according to Veksler.
Since its inception, Universal Standard, which is headquartered in Brooklyn, has fulfilled over one million orders. In 2025, the brand achieved 30 percent year-over-year growth, she said.
