The Nordstrom Way

If it had all been easy, family, friends and shareholders would not have been so dewy-eyed at retirement ceremonies for John W. Nordstrom and cousin Bruce Nordstrom, third-generation stalwarts of the retail family.

Through 40 years as board members and co-chairs, they formed a durable partnership that elevated a successful shoe business into a high-end brand and merchandizing machine with its 100th store in the wings.

Together, they dared to try something very different and to hold on to something very dear.

They sold a hardworking, Depression-surviving immigrant family on taking the business public.

They expanded into women's and men's fashions and then took the whole idea of Nordstrom on the road to other states.

In the midst of rapid-fire decisions on finances, product lines and real estate, the third generation — Bruce, John, James, son-in-law Jack McMillan and family friend Bob Bender — never backed away from the customer-oriented, customer-friendly ethic that inspired legendary loyalty.

All the while selling sizzle and fashion, "a highly perishable inventory," in the words of Monica Soto Ouchi, Times retail reporter.

Good times ebbed and flowed.

The 2000 dot-com bust was not so great for shoes and handbags either, but experienced hands on the helm steered a steady course.

Bruce and John W. Nordstrom are stepping back from a company whose financial numbers are as glossy as its catalogs.

A fourth generation is fully engaged, so the cycle repeats itself with transitions and opportunities. The Nordstrom Way.