andy dunn says the partnership is an important strategic move to broaden its customer base. >> people want to touch and feel clothes sometime before they buy them. and we realized that we are actually failing in the promise of a great customer experience by not giving them an opportunity to touch and feel the clothes. >> reporter: so what does nordstrom get out of the deal? analysts say it's more than just pants. >> it gives them it gives them expertise. it gives them access to a tremendous brand-- probably the hottest men's brand out there. >> reporter: what makes this partnership interesting is that bonobos established itself online and is now expanding into traditional stores. analysts say it's a model that could be followed by other internet companies. a few deals have already been inked: a year ago drugstore.com was acquired by walgreens. and wal-mart owns a controlling stake in a leading chinese internet retailer yihaodian. many see similar deals ahead. >> everybody in the retail business who has bricks stores is pouring capital into their online business. that's where all the g