Lord & Taylor LLC, a luxury department store chain owned by Hudson’s Bay Co., is partnering with Brideside to launch a bridal shop-in-shop concept this spring.

The bridal shops will first launch in two Lord & Taylor locations – Garden State Plaza in New Jersey and Tyson’s Corner Center in Virginia, MarketWatch reports. Brideside is a concierge-type service for brides with showrooms in Chicago, Paramus, N.J., Tysons, Virg., and Charlotte, N.C. The partnership with Lord & Taylor is the company’s first partnership with a major retailer.

For New York-based Lord & Taylor, the partnership is a move that could give the retailer’s 50 locations an edge in a retail environment that is increasingly desperate for foot traffic, especially in malls.

Brick-and-mortar retailers have been rapidly losing customers to online sales channels, including to Amazon.com Inc. (AMZN​). Some retailers, like Wal-Mart Inc. (WMT) are ramping up their own ecommerce strategies to better compete. Others, like electronics retailers HHGregg and mall-based women’s apparel Wet Seal, succumbed to bankruptcy. (See also: How Zombie Retailers are Dragging Down the Industry.)

Lord & Taylor joins retailers like Nike Inc. (NKE), which is providing in-store experiences like small basketball courts to try its shoes, and Coach Inc. (COH), which is providing monogramming services at several locations, in trying to give shoppers an experience beyond browsing. (See also, Retail Empire Strikes Back with Omnichannel Strategies)

Hudson’s Bay, a Canada-based department store chain that also owns Saks Fifth Avenue, is reportedly trying to acquire struggling Neiman Marcus Group Ltd., which has hired advisors to help it “explore and evaluate potential strategic alternatives.” (See also: Hudson’s Bay Courts Neiman Marcus Takeover.)

Hudson’s Bay Co. stock is down 43.4 percent on the Toronto Stock Exchange in the past year, and down 20.1 percent year to date. 

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