The Neiman Marcus sign outside a store in Golden, Colorado December 9, 2009. (Photo : REUTERS/Rick Wilking)

Neiman Marcus is relaunching their CUSP brand in an effort to modernize their customers' experience and appeal to the contemporary fashion-forward shopper.  

The CUSP concept, which originally debuted in 2006, started with two freestanding stores that offered an assortment of contemporary items which included apparel, shoes, bags and accessories in a boutique-like setting.  

The upscale retailer announced Tuesday that all the contemporary departments in their 42 stores will now be called CUSP shop-in-shops and offer a similar assortement of merchandise.  In fact, Neiman Marcus currently has six CUSP stores and CUSP.com, all of which they plan to update as well.   

"Integrating our free-standing specialty store concept, Cusp, into our full-line stores and e-commerce site, allows us to bring fresh energy and excitement to our contemporary business, and continue the progression of our omni-channel transformation," Jim Gold, President of Specialty Retail, said in a press release.

 "From the merchandise offering to the store vibe, CUSP has a distinctive look and attitude.  CUSP is for fashion savvy customers who prefer to curate an individual style by mixing and matching ready to wear and accessory collections and items across all price ranges," he added. 

Vendors that will be featured in these new boutique environments will be Alice + Olivia, Helmut Lang, DVF, Rag & Bone, A. L. C., Vince, Theory, Alexander Wang, and Phillip Lim.  

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