Nuuds Takes its Cult Basics From DTC to Nordstrom

Nuuds, the DTC basics brand co founded by influencer and entrepreneur Daryl-Ann Denner, has entered wholesale for the first time through a partnership with Nordstrom that brings its neutral heavy wardrobe staples to both the department store’s website and four U.S. store locations.

For a label built almost entirely on social community and direct sales since its 2022 launch, the move marks a deliberate next chapter rather than a pivot away from DTC.

From family idea to cult basics

Denner co founded Nuuds with her husband, Daniel, after struggling to find one brand that worked for the range of sizes in her family and community. The brand launched in 2022 with a neutrals-focused assortment and quickly developed a cult following, posting an 80% customer return rate. Today, it operates as a nine-figure business with offices in Dallas and New York.

The name came late in the process. Denner recalls that product, colors, and positioning were finalized before the team sat down as a family to brainstorm, ultimately landing on Nuuds, a play on nudes that tied directly to the brand’s focus on basics and skin tone essentials.

What makes Nuuds different

Nuuds designs around comfort, fabric handfeel, and inclusive sizing from XS to XXXL, rather than trend turnover. Denner has framed the brand as a direct response to the fashion industry’s exclusionary tendencies, positioning Nuuds around a you can sit with us ethos. Pieces are priced at approximately $40–$120, with the Everyday T Shirt, one of the original 2022 launch styles, having sold more than 111,000 units.

Why Nordstrom, and why now

Nuuds went live on Nordstrom.com on March 14, with in store pop up activations beginning March 15 across four locations: Austin (Domain), Denver (Cherry Creek), Houston (The Woodlands), and Charlotte (SouthPark). Rather than launching in coastal fashion capitals, the brand debuted in middle America markets, a deliberate choice that signals where Nuuds believes its core customer shops.

Omnichannel, but on Nuuds’ terms

Denner has been clear that wholesale expansion will remain selective. “Wholesale isn’t a shift away from DTC; it’s an extension of it,” Denner said. The Nordstrom rollout includes a temporary shop in shop activation lasting roughly 30 days, designed to gather consumer insight before any wider expansion.

Over the next year, Denner’s stated priority is to take Nuuds nationwide through Nordstrom and connect with customers in person across more cities.