Nordstrom, the only major department store that isn’t in Manhattan (and as a Seattle native, one of my favorites), continues to tease us by opening Treasure & Bond–a charity store in SoHo that also happens to be the brain child of philanthropist Catie Marron and Vogue‘s Anna Wintour, WWD is reporting.

Since the proceeds from the store will be going to different New York-based children’s charities (Wintour and Marron chose the first round), Nordstrom won’t be making a profit from this and you won’t find the Nordstrom name anywhere in the store. It’s more of an experiment and a way to make connections and to gauge response.

“Anything we can do to make us better and more informed is important,” CEO of Marketing Pete Nordstrom told WWD. “By virtue of the fact that Treasure & Bond has a philanthropic aspect, it connects us to the community.”

It’s a smart move–especially if one of those connections is already Anna Wintour–she’s kind of the most important one.

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