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Nordstrom Rack now open in Dublin's new Persimmon Place center

Retailer's off-price store is 13th in Northern California, 178th in U.S.

Nordstrom Rack has opened its 35,000-square-foot store in the new Persimmon Place shopping center in Dublin, the first major retailer at the 173,410-square-foot open air shopping center.

The Rack is offering Nordstrom Rewards Triple Points on all purchases today through Mother's Day tomorrow.

Two other stores will open later this month, with Home Goods opening May 17 and Whole Foods Market on May 20.

Persimmon Place is located at Hacienda Drive and Dublin Boulevard, across from Hacienda Crossings in Dublin.

The new Dublin store is Nordstrom's 178th Rack outlet in the country, with 13 now in Northern California where the company also has 10 full-line stores, including one in Pleasanton's Stoneridge Shopping Center. At the Rack, 55% of the apparel is for men, women and children and the rest consists of accessories, handbags and shoes.

Nordstrom spokesperson Naomi Tobis said the Rack purchases merchandise from the same brands that are carried in the full-line stores with most at savings of 30-70% off. Because of the long-standing relationships Nordstrom has with top brands, Nordstrom Rack can offer special items from these brands at exceptional prices. The Rack also offers clearance merchandise from Nordstrom's full-line stores and Nordstrom.com as well as overstock items, closeouts and end-of-season merchandise.

With the new Rack store in close proximity to Pleasanton's Nordstrom, Tobis said its marketing group has found that the two different types of stores complement each other nicely.

"Many customers shop at both stores and this gives us a way to better serve them while making it more convenient for them to shop with us," she said.

But the Rack offers a different self-service, open space shopping experience. Customers shop on their own and usually find the merchandise they're seeking on their own. Bright-green-shirted "team members" (once called sales clerks) roam the Rack with mobile devices to quickly check out customers paying by credit card. A bevy of cash registers at one end of the store serve those who want to pay by check or cash.

In addition to mobile check out anywhere in the store, Tobis said the Rack also offers on-site alterations. Another new feature is the Nordstrom Rack store app that will send push notifications to customers when their favorite brands or styles are delivered in the Dublin store. It can be downloaded from the iTunes App store.

Representatives of Regency Center Corporation, which built and is operating Persimmon Place, said their surveys showed the Dublin location will be a strong retail hub with the already-popular Hacienda Crossings just across the street. More than half of the area's population earns $100,000 or more and, like Pleasanton, has an average household income of well over $130,000.

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