Nordstrom has faced its fair share of criticism over the years, everything from inventory issues to store closures to financial performance. And there’s no denying that department stores are in a serious squeeze.

But Placer.ai — a data company that measures, among other things, foot traffic — calls the Seattle retailer one of its “10 Top Brands to Watch in 2025” because it is outpacing other department stores in attracting young professionals and “educated urbanites.”

“For Nordstrom, service and experience is paramount,” the report reads, noting that the company smashed Black Friday. “The retailer has downplayed promotional activity in favor of driving loyalty among key visitors. Nordstrom also has captured higher shares of high-value, younger consumer segments, which defies commonly held thoughts about department stores.”

Nordstrom’s plan to go private in a partnership with Mexican retail chain Liverpool should lead to “even more innovation in store experience, assortments and service.”

Nordstrom is increasingly focused on value, and opened almost two dozen off-price Rack locations last year. The company says the Rack is its “largest source of new customers.”  The report says that the Rack “allows the retailer to still engage price-conscious shoppers of all income levels, which is certainly still a bright spot as we head into 2025.”

Other companies with a local presence on the list include Sprouts, Barnes & Noble — which recently opened a store in Bellevue — Ashley Furniture and H Mart.