Bloomberg Talks: Bloomingdale's CEO Olivier Bron Talks Consumer Spending

Date: November 28, 2025
Host: Roman (Bloomberg)
Guest: Olivier Bron, CEO of Bloomingdale’s

Episode Overview

This in-depth conversation centers on how Bloomingdale’s, under CEO Olivier Bron, is revitalizing its legacy brand to meet today’s evolving consumer expectations—especially amid challenging economic times. Topics span the reinvention of the department store experience, the crucial role of brand partnerships (notably with Burberry), strategies for physical and digital retail, understanding contemporary consumer behaviors, and the iconic holiday windows at the flagship Manhattan store.

Key Discussion Points & Insights

The Power of Legacy Brands and Reinvention

• Partnership with Burberry:
  The episode opens in the context of Bloomingdale’s year-long partnership with Burberry, highlighted by the annual holiday window unveiling—a major event for both brands.

  • "We've been working like for a year and a half to build this, this partnership and to make that happen." – Olivier (00:42)
  • Both Bloomingdale's and Burberry are described as icons with long histories ("170 years old…150 years old") who must consistently innovate and reinvent themselves.
    • "It's two icons united together about storytelling, about heritage, but also about innovation." – Olivier (01:22)

• Reigniting Relevance:
  Bloomingdale’s strategy for resurgence focuses on returning to roots while creating a destination that excites both consumers and brand partners.

  • "What we want to build right now…is actually rebuilding the next golden age of Bloomingdale's…" – Olivier (02:16)
  • The emphasis lies in making shopping at Bloomingdale’s an experience—prioritizing relationships and customer delight.

Customer Experience: The Store as a Destination

• Physical Stores Remain Central:
  Even in a digital era, Olivier believes deeply in the enduring appeal and importance of in-person shopping.
  • "People need connection, they need relationship even more than before… People want to connect and we want them to connect." – Olivier (03:46)
  • The goal: Make Bloomingdale’s the place customers instinctively want to visit for inspiration, leisure, or connection, not just shopping.
    • "…my dream…is actually when customers…think about is actually coming to Bloomingdale's whether they spend or not." – Olivier (03:08)

Brand Partnerships & In-Store Innovation

• Restoring Alignment with Brand Partners:
  The episode touches on the historical divergence between department stores and the brands they host, with Olivier making realignment a priority.

  • "Our goal right now is to bring them back together and realign the strategy of the brand and the strategy of department store." – Olivier (04:50)

• Experience-Driven Retail:
  The focus is moving from merely optimizing financial models to elevating brand storytelling and exclusive experiences.

  • "We want to cascade these brand storytelling to our customers… This is why we need to give space to our brand partners. This is why we have to keep bringing innovation and newness in all stores to keep the excitement going on." – Olivier (05:13)

Consumer Behavior, Holiday 2025, and Economic Trends

• Holiday Sales Outlook:
  Despite economic challenges, Olivier is “cautiously optimistic” for the season, pointing to strong trends in customer feedback and new events.

  • "The trend over the past few months has been amazing at Bloomingdale's. So we feel pretty strong…" – Olivier (05:55)

• Shifts in Spending:
  He acknowledges a move from a pure focus on luxury to a "high-low" mix—reflecting consumers’ changing attitudes and expectations.

  • "Customer changes, the behavior changes a bit… a bit more to high, low, to contemporary, to luxury. And you know what, this is exactly what Bloomingdale is about." – Olivier (06:09)

• Discounting Strategy:
  Not planning heavy discounts for the holidays, leaning instead on excitement, storytelling, and in-store energy to drive sales.

  • "This is not what we're planning… the excitement, the vibration, the energy in the store is absolutely amazing. And I'm convinced… it will resonate very, very well with what customers are expecting." – Olivier (06:40)

Product Curation and Trendspotting

• Curating for All:
  Bloomingdale's aims for broad appeal, with curated gift shops at a range of price points and an emphasis on exclusivity and newness.

  • "There is something for everyone at Bloomingdale’s… I truly believe… everyone can find something to buy and to gift at Bloomingdale's." – Olivier (07:24)

• Global Trend Seeking:
  Buyers and fashion directors are now more globally connected than ever, scouring the world for emerging brands.

  • "Our fashion directors and our buyers are very, very, very connected… traveling the world to find these small brands, emerging trends in different countries…" – Olivier (08:31)

Sustainability and Long-Term Vision

• Sustainable Growth:
  The current sales growth isn't a short-term spike; rather, it's the result of underlying strategic pillars (brand selection, customer experience, marketing activations, etc.).
  • "It's not a short or small event… it's really with a long term vision about building this new golden age of Bloomingdale's." – Olivier (09:33)

Competitive Landscape

• Diverse Competition:
  Bloomingdale's faces multifaceted competition: pure-play e-commerce, DTC brands, social media, and traditional department stores.
  • "The competition is multifold… it's an ecosystem. But… we're very clear on what is our vision, what is making us different and where we want to go." – Olivier (10:21)

Physical vs. Digital Retail

• Complementary Channels:
  Bloomingdale’s invests in both, but Olivier maintains the best branding still comes from the in-store experience.

  • "For me… the best way to actually invest online is keep investing in the stores… The best branding investment we can make as a department store is investing in the store." – Olivier (11:03)
  • "You will never think about a box in front of your door… you will think about a moment in the store…" – Olivier (11:27)

• Evolving Digital Experience:
  The digital channel is becoming more editorial and inspirational to encourage browsing, not just transactional shopping.

  • "People are browsing, exploring online. They want also some inspiration. This is why also we're evolving our digital platform to go to be a bit more editorial, more inspirational…" – Olivier (12:12)

Keeping the Excitement Year Round

• Beyond the Holidays:
  Holiday windows and experiences build momentum, but Bloomingdale's works to keep pace with new brands, marketing activations, and ongoing events throughout the year.
  • "…the momentum…didn't start for holiday. It started… months and years ago. And we just keep the pace right now…2026 is going to be a great year for Bloomingdale's." – Olivier (12:58)

The Holiday Windows & Store Renovation

• Creative Process:
  The holiday windows result from over a year’s planning and are a product of a collaborative, creative committee, considering both customer relevance and brand partnerships.

  • "It's a year and a half process. We already know what's going to happen in 2026. We're already working what's going to happen in 2027…" – Olivier (14:08)

• Renovation Vision:
  The flagship 59th Street store is undergoing a major multi-year renovation, aspiring to be the “best department store in the U.S.," blending legacy with innovation to attract both domestic and international shoppers.

  • "…bringing Bloomingdale’s to the international standard of department stores… It's a total reinvention of the codes of Bloomingdale's." – Olivier (15:58)

Notable Quotes & Memorable Moments

• On Customer Experience:
  "My secret dream is actually when customers…think about…coming to Bloomingdale’s whether they spend or not. Just spending time, enjoying being there, connecting with people, seeing new things…"
  – Olivier (03:08)

• On What Makes Stores Special:
  "You will never think about a box in front of your door… you will think about a moment in the store where you found a great product you weren't expecting sold by someone… you had such a great moment…"
  – Olivier (11:27)

• On Long-Term Vision:
  "We're not working on a trend or short term trend. It's really with a long term vision about building this new golden age of Bloomingdale's."
  – Olivier (09:54)

• On the Holiday Window Reveal:
  "So the moment is going to be unique. So it's about music, joy and, you know, being together… especially with what's happening in the world, you know, with some tension. We think that actually this happy together moment, holiday, that we're building is really meaningful for our customers."
  – Olivier (14:55)

Timestamps for Key Segments

• Window Partnership with Burberry & Brand Parallels – 00:30–01:54
• Bloomingdale’s Brand Reinvention – 02:16–03:08
• In-Store Experience & Customer Relationships – 03:46–04:50
• Realigning Brand Partnerships – 04:50–05:41
• Holiday Season Outlook, Consumer Behavior Trends – 05:55–06:32
• Discounts & Holiday Selling Strategy – 06:40–07:01
• Curating the Product Mix & Trendspotting – 07:01–08:31
• Sustainable Sales Growth Strategy – 09:22–09:54
• The Competitive Landscape – 10:18–10:58
• Physical vs. Digital Retail – 11:03–12:47
• Keeping Momentum Beyond Holidays – 12:47–13:45
• Holiday Windows & Creative Process – 13:45–14:47
• Flagship Renovation – 15:46–16:57
• Closing Thoughts & Wishes for the Holidays – 17:02–17:24

Tone & Highlights

The conversation is upbeat yet realistic, acknowledging retail headwinds while exuding optimism and confidence in the power of experience-led, customer-centric strategy. Olivier Bron’s French charm comes through, and there's palpable excitement about both the present holiday festivities and the longer-term evolution of the Bloomingdale’s brand. The host, Roman, brings a mix of journalistic curiosity and local New Yorker pride.

For listeners and retail-watchers alike, this episode provides a vivid look into how a heritage retailer is striving not just to survive but to lead anew—rooted in legacy, driven by innovation, and animated by the simple goal of making people want to come together, in store and spirit.