The premium athleisure brand Roam Loud announces its expansion into Nordstrom Rack online. This retail partnership signalsa promising future as it broadens Roam Loud's reach, introducing its stylish activewear to a wider audience through NordstromRack.com.
Founded by Toyin Omisore, a Liberian-Nigerian from Providence, Rhode Island, Roam Loud is deeply rooted in a commitment to health, wellness, and bold living. Toyin’s journey to creating Roam Loud began during a period of intense personal fitness.
Consistently exercising and attending the gym almost daily, she discovered inspiration in a sample sale shared by a friend working in the activewear industry. This experience highlighted the market’s lack of representation for women of color, prompting Toyin to fill that void with her brand.
Toyin’s maternal grandmother, Cynthia Grey Horton, also played a pivotal role in shaping her vision for Roam Loud. Horton’s legacy of strength, love, and pride in her Liberian heritage motivated Toyin to create a brand that champions unapologetic self-love and empowerment. We spoke with Toyin about this exciting partnership and her strategic decision to align Roam Loud with Nordstrom Rack.
Why did you select Nordstrom as your preferred retail partner to reach out to?
"Nordstrom Rack made the initial contact and expressed interest in Roam Loud earlier this year. While our apparel can be found at other retailers and fitness studios, such as REI and CorePower Yoga we had not yet explored off-price market retailers."
"After my initial meeting with my (soon-to-be) buyer, I took some time and researched the demographic of the Nordstrom Rack shopper, went out to their stores, explored the brands they carried, and decided we were in alignment and we moved forward."
"Nordstrom Rack is a major retailer with a market that may not know about us yet. I knew it would be a great opportunity to get in front of new eyes."
What is the difference between Nordstrom and Nordstrom Rack? (again, to clarify why you chose Nordstrom Rack)
"The difference between Nordstrom and Nordstrom Rack is Nordstrom Rack is the off-price division of Nordstrom. We entered this partnership with only Nordstrom Rack as they have separate buyers."
"Nordstrom Rack is a great new home for Roam Loud because our demographics align. For us, it was an avenue to introduce our styles to a new market of first-time customers at a lower price point which could be what they need to shop with us."
What does it mean for your brand to be on Nordstrom Rack now?
"As a small business, entering retail is an amazing achievement. I'm really proud of this. This journey includes onboarding, fulfillment, logistics, and operations which can be time-consuming for a small team. I am glad we were able to complete another retail process."
"I look forward to this partnership, but our work has just begun. Like any retailer, your brand has to sell, and the demand needs to be there."
