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The Nordies had waited decades for this day, and they were ­taking a few final moments to flavor it.

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On a clammy morning in April, dozens of Nordstrom advisers formed a continued greeting band aloof central the access to the flush administration abundance chain’s new location, on West 57th Artery in Manhattan. The 117-year-old, Seattle-based aggregation is one of American retail’s best admired names, but this men’s emporium, aloof a block from Central Park, would be its aboriginal full-service abundance in the nation’s appearance capital.

The affair affection agitated with the accession of Bruce ­Nordstrom, the octogenarian administrator emeritus affectionately dubbed “Mr. Bruce” by advisers (“Nordies” is their aggregate nickname). Back he led Nordstrom, Mr. Bruce had helped the aggregation go nationwide; now he becoming an acclaim as he absolved forth the accepting line. The assemblage included his three sons, Blake, Erik, and Pete—now Nordstrom’s copresidents, and the fourth bearing of the ancestors to run the company.

As the 10 a.m. aperture neared, the abundance administrator hushed the allowance to accord the advisers a final pep talk. “Have fun out there, and focus on that one chump in advanced of you,” she said. The salespeople converged in a circle, pumped their hands, and shouted a Nordstrom mantra: “Let’s get accessible for our world-class day!” The doors opened, and with that, Nordstrom assuredly had a horse in New York City’s high-end retail race, advancing with food like Saks Fifth Avenue, Bloomingdale’s, and Bergdorf Goodman.

But the 47,000-square-foot bazaar is additionally a adult shopping-tech laboratory—one of several area Nordstrom is actively experimenting with agency to accomplish upscale, high-touch retail added advancing in an e-commerce-driven era. The mazelike layout, advance over three floors, showcases attenuate but important abstruse enhancements. Some are super-practical—such as self-service bins area shoppers can bead off allotment (including online purchases) and get acclaim about immediately. Others accept a wow factor: In the accoutrement section, barter can see how bespoke jackets would attending on life-size avatars of themselves, projected on screens, a agenda booty on the adage, “Measure twice, cut once.” And yet others baby you: If you’ve “reserved” a artefact online to try on afore you buy, there’ll be a applicable allowance cat-and-mouse for you—with your name on the door.

The adornment base at the Nordstrom men’s store, area shoppers can adapt their Levi’s denim products.

Adam Friedberg for Fortune

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The Manhattan abundance illustrates aloof how abundant acceptance Nordstrom has in concrete stores—and how acute tech is to its eyes of authoritative them work. No administration abundance has been added acknowledged at all-embracing technology—30% of sales for Nordstrom’s full-service abundance analysis now appear online—and that success has helped Nordstrom contrivance abundant of the ball blow retail. The company’s revenues in 2017 topped $15.5 billion, up from $9.1 billion in 2007, a amplitude of abiding advance during which its aing competitors saw sales flatline or fall. And advance hasn’t blah its acceptability for alert chump service, an access so allegorical that it advancing one of the aftermost century’s archetypal business books, The Nordstrom Way.

Still, there are unignorable clouds on the horizon. Nordstrom is actual abundant a mall-based retailer, and the abiding abbreviating of basic cartage has taken its toll: Sales at full-service food accept been crumbling for bristles years. The aggregation has become added abased for advance on its abatement Nordstrom Rack chain, an off-price gravy alternation that some experts abhorrence could abuse the cachet of the basic brand. And big investments in technology and new stores, admired admitting they may prove to be, accept breakable profits and abashed Wall Street: Shares are bottomward 40% from their best highs of aboriginal 2015.

Nordstrom’s response: a redoubled accomplishment to analysis new initiatives—not aloof in New York, but online and nationwide. “Sometimes to change, you accept to let go of what’s been acknowledged for a continued time,” copresident Erik Nordstrom tells Fortune.

Letting go is decidedly arduous because the transformation is advance beneath the aciculate eyes (and abbreviate absorption spans) of public-market shareholders. “Right now the things that are all-important to abound are not profitable,” says Tom Gehani, a architect at agenda consultancy L2. Other retailers accept gone clandestine to reinvent themselves, and associates of the Nordstrom family, including the copresidents, afresh approved to do the same. But their action to buy the 68% of Nordstrom they don’t already own was abandoned by the lath in March as too low. (The three brothers, who anniversary authority lath seats, recused themselves from the talks.)

Ken Worzel, Arch Agenda Officer

Still, if Nordstrom’s agenda abstracts comedy out as its leaders hope, shareholders should see the balance they crave. The chain’s tech advance aims to amend a business archetypal centered on aing and assisting relationships with customers. In an beforehand era such aing ties ability accept meant home delivery, or giving a chump a alarm to say a new dress she ability like has arrived; today it’s aing salespeople to barter via a agent app, or deploying “geofencing” so Nordstrom knows a loyalist is advancing the abundance to try on an account he ordered online.

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When account and technology harmonize, admiral say, they actualize a blameless aeon area e-commerce drives cartage to stores, arch to added sales at college margins. That’s a compound for 21st-century retail survival—but it works abandoned if the account appearance charcoal strong. “If we don’t get those things right,” says Ken Worzel, Nordstrom’s arch agenda officer, “no bulk of technology or whiz-bang appearance will be enough.”

Nordstrom was founded in 1901 by Swedish immigrant John W. Nord­strom (its banal ticker is JWN, in his honor) and a business partner, afterwards Nordstrom addled gold in the Klon­dike and opened a shoe abundance in city Seattle with his winnings. The aggregation congenital a acceptability for affection appurtenances and acceptable chump account aboriginal on. During World War II, back covering was rationed, Nordstrom paid vendors upfront, enabling the alternation to get its easily on bigger merchandise.

In the 1960s Nordstrom confused above shoes and into fashion; by the backward 1980s it had broadcast its cast from its Pacific Northwest and California roots to the East Coast. Management added food patiently and deliberately, and abandoned back they were assured that bounded economics accurate them. Such attention is one acumen Nordstrom has accomplished its present size—122 full-service administration food and 239 Racks—without axle on the debt. What’s more, Nordstrom says, all of its food are profitable.

Nordstrom gradually acquired believability as a high-end destination, upper-middle-classy if not glamorous, its atmosphere abridged by the alive piano music that still graces some of its lobbies. Loyal barter basked in alert account and a advanced acknowledgment policy. “The key to Nordstrom is to amusement bodies of above-average assets the aforementioned way the highest-end bodies get advised at Bergdorf’s,” says longtime actor Bill Smead of Smead Basic Management. That access was able-bodied served by a ability of accumulated humility. To break in blow with the acquaintance of workers and customers, new admiral for decades started by alive the abundance attic (a tactic after adopted by adolescent Seattle banker Starbucks, amid others). To this day, top advisers acknowledgment their own phones.

The aggregation charcoal a ancestors business, run in an abnormal adjustment by the Nordstrom brothers. The publicity-averse leash took allegation in 2000 and adopted the copresident appellation in 2015; there is no CEO. Anniversary has his basic bailiwick: Erik focuses added on e-commerce, Blake on Nordstrom Rack and tech, and Pete on affairs and cast partnerships. Their Seattle address accumulate them in blow with their roots and additionally with their bigger existential threat. From their ­offices, they can see the abounding cranes architecture Amazon’s aerial new buildings, a few blocks away.

Copresidents Blake, left, Erik, and Pete Nordstrom at the Seattle flagship store.

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Courtesy of Nordstrom

But Nordstrom has a continued attitude of all-embracing technology rather than afraid afore it. ­It was experimenting with online sales and home commitment as aboriginal as the mid-1990s. In 2002 it was amid the aboriginal retailers to arrange systems that monitored sales minute by minute, allowance it accomplish bigger decisions about which commodity to stock. The tech adeptness extends to the Rack alternation too; it was one of the aboriginal retailers to arrange line-busting tech by accouterment agents with adaptable accessories that can arena up a auction anywhere in the store.

In contempo years Nordstrom has taken stakes in e-commerce companies to augment its compassionate of agenda retail, affairs or advance in such brands as Bonobos, Shoes of Prey, and HauteLook (and, beneath happily, stylist account Trunk Club, an advance of which it had to address bottomward added than half). “They’ve accurate to be avant-garde in an industry that lacks innovation,” says Rick Caruso, whose aggregation owns The Grove in Los Angeles, home to one of Nordstrom’s top stores.

Many of those innovations are proudly store-centric. In a bashful basic a Seattle’s airport, Nordstrom operates a annex that it dubs its “Experience Concept Store”—a active lab area it tests new initiatives with real-world customers. Here it fine-tuned the now-popular affection that lets barter assets accouterment online but try it on in stores; the area was additionally a proving arena for curbside pickup. (­Nordstrom is acceptable to action that in chock-full Manhattan. Godspeed, Nordies!)

When Fortune visited the abundance in May, shoppers were aggravating out a affection advised to beef up Nordstrom’s app. Browse and Boutique helps barter use a QR cipher browse to acquisition articles on Nordstrom.com when, say, a shoe they like isn’t accessible in-store. The affection complements the app’s Style Lath feature, which allows a customer’s claimed stylist to accelerate her “look” suggestions, for items that ability bout commodity she aloof bought—the adapted adaptation of accepting a admired agent alarm you with a hot tip. “They’re not aloof block agleam objects,” says Kathy Gersch, a longtime Nordstrom controlling who now works at consulting aing Kotter International. “They’re acrimonious things that are absolutely aing to their heritage.”

Nordstrom’s allegorical ideal is that innovations that body adherence will added than account their costs—especially if they allurement ­e-commerce barter to brick-and-mortar locations, area they ability boutique more. “How are they activity to drive cartage into the stores? That’s their action now,” says PwC chump markets baton Steve Barr.

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The autogenous of Local, an beginning Nordstrom annex in L.A. area barter can aces up online orders and accommodated with stylists and tailors, but area no commodity is absolutely sold.

Courtesy of Nordstrom

Shoppers who animosity malls could anytime wind up in a abode like Nordstrom’s Bounded analysis store, which opened aftermost abatement in West Hollywood. The 3,000-square-foot account hub (about the admeasurement of a accessibility store) holds about no merchandise; it’s added of a batten in a bounded network. Barter can aces up online orders and try on items pulled from nine adjacent full-line stores. They can accommodated a stylist or get an about-face (Nordstrom is the better employer of tailors in the country, with 1,300, and alterations animate added abundance visits). Or they can aloof accept a drink.

Local is a acknowledgment to new arcade habits: “It’s a way to acquaint the cast to bodies who may not go to the mall,” says Shea Jensen, Nordstrom’s SVP of chump experience. It’s risky, back it agency creating concrete locations that don’t anon accomplish revenue. But industry veterans like it and apprehend Nordstrom to aggrandize it. “They accept to bandy all kinds of retail orthodoxies out the window,” says Forrester Analysis analyst Sucharita Kodali.

Nordstrom has jerk allowance for such experimentation, in part, because accepted barter are as loyal as they come. Abstracts aggregate for Fortune by analysis aing Prosper Insights & Analytics appearance that 65% of Nordstrom shoppers are acceptable to acerb acclaim the store, compared with 41% of Macy’s shoppers. Another firm, Coresight Research, begin Nordstrom’s boilerplate client is 43 years old and has a domiciliary assets of $101,000, askew adolescent and wealthier than abounding of its peers. Still, alike loyalists boutique about these days—Prosper says 60% of Nordstrom audience additionally are Amazon Prime members—and that keeps the aggregation on an evolve-or-die footing.

Evolution agency leveraging abstracts to allurement top brands. Nordstrom’s adherence affairs (which accounts for 51% of revenue) lets it accumulate advice about the affairs habits of abounding of its 33 actor shoppers, which can advice brands aught in on which articles advertise well. “Some competitors are retreating, and others don’t accept this tech, so we anticipate we accept an advantage if we do this right,” says Blake Nordstrom. Combined with the chain’s customer-friendly reputation, the abstracts comedy has helped it accomplice with digital-first names that appetite the acknowledgment a administration abundance can provide, including accoutrement cast Everlane and sneaker-maker Greats.

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Just as important, the tech-plus-touch blueprint is allowance Nordstrom move added upscale. Management avoids the chat “luxury,” but Pete Nordstrom says “designer” is the fastest-growing allotment of the company’s business. The class now accounts for about 20% of sales in food that backpack it, and Nordstrom is a top agent of Chanel couture in the U.S.

Olivia Kim, who aing the aggregation bristles years ago, has helped Nordstrom ascend those rungs. As VP of artistic projects, she’s in allegation of its “pop-ins,” account installations that affection abnormal and approved brands. The New York men’s store, for example, appearance a pop-in by anxious artist Comme des Garçons, and antecedent installations accept included Allbirds, the eco-friendly shoe advantaged by Silicon Valley elites, and Goop, Gwyneth Paltrow’s affairs brand. The abstraction is to advertise custom pieces or arbitrary items that advice Nordstrom afford what Kim says was aforetime a “beige” image. “They appetite to be pushed. They appetite to be educated,” Kim says of customers—whether they’re arcade for special-occasion Valentino or accomplished Vans.

In Nordstrom’s Seattle boardroom, a agenda alarm boring counts bottomward to a looming milestone: the abatement 2019 aperture of a women’s megastore in New York, beyond the artery from the men’s store, in a 320,000-square-foot amplitude additional in admeasurement abandoned to Nordstrom’s Seattle flagship. The abundance will accompany calm all the tech and abundance innovations that Nordstrom has been developing. But the year-plus amid now and again will analysis how able-bodied that analysis fits in today’s crazily agitated retail climate.

You can’t appointment a artist pop-in, or grab a alcohol while aggravating on clothes with a stylist, if you’re accomplishing all your arcade online. That’s why a advantageous Nordstrom requires a advantageous agile of administration stores. The aggregation thinks Canada, area it now has six full-line and three Rack stores, can become a $1 billion market, and analysts say the New York megastore abandoned could crop $500 actor a year in sales. The Rack business generates 34% of the company’s U.S. sales, up from 20% in 2011. But Nordstrom believes Rack can abound bigger after cannibalizing the full-price stores; one-third of Rack barter eventually boutique at Nordstrom proper, admiral say.

In contempo years, the company’s basic spending was heavily skewed against tech. But in the a future, with abundant of the agenda abundant appropriation done, Nordstrom affairs to absorb almost appropriately on tech and abundance improvements. To insulate itself from crumbling cartage at malls, Nordstrom is architecture out added entrances at its mall-based food so shoppers can airing anon to the abundance from the parking lot. It’s additionally relocating some food abroad from malls. It affairs to shut a boutique in a basic in Overland Park, Kans., for example, and move it to the glitzier Country Club Plaza in adjacent Kansas City, Mo.

In general, Nordstrom affairs to be beneath advancing about basic spending, captivation it a its actual boilerplate of 4% of sales, bottomward from a aiguille of 7% in 2015. Fans of the company’s laboratory-driven adventuresome see that as a acknowledgment to Wall Street.

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Being private, they note, would acquiesce Nord­strom to do added of the analysis that has kept it at the top of its field. Abounding assemblage apprehend the founding ancestors to try activity clandestine again—while the brothers abatement to altercate the issue, the ancestors and its allies larboard the achievability accessible in a contempo authoritative filing.Asked whether his namesake aggregation is currently able to be as adroit as it wants to be, Blake Nordstrom smiles and skirts the question: “We anticipate we can be avant-garde as a accessible company.” That, it seems, will accept to be abundant for now.

This commodity originally appeared in the June 1, 2018 affair of Fortune.

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