Neiman Marcus, the iconic luxury retailer, has sparked controversy by quietly removing the word "Christmas" from its nearly century-old holiday catalog. The once-beloved "Christmas Book," first published in 1926, is now branded as the "Holiday Book," a change that has stirred discontent among some employees at the company's Dallas headquarters. The decision comes amid layoffs, restructurings, and growing frustrations within the company, which has been under the leadership of CEO Geoffroy van Raemdonck.
Neiman Marcus recently announced its seasonal campaign, "A Neiman's Fantasy," through a press release that avoided any mention of "Christmas." Instead, the release focused on the brand's luxury offerings and customer experiences, including gift wrapping, personal shopping, and the annual "Fantasy Gifts" that have long been a highlight of the catalog. The shift from "Christmas" to "Holiday" was described by company representatives as an effort toward inclusivity, aiming to welcome customers from all backgrounds, traditions, and religions.
However, this move has not sat well with some employees, many of whom have expressed concerns that the company is losing its identity. "We found out via the Dallas Morning News article," one employee said to The New York Post. "The book didn't need a name change. Personal opinions about inclusion from Geoffroy and his leadership team changed this." Others have expressed frustration over the CEO's focus on diversity, equity, and inclusion (DEI) initiatives rather than addressing the company's financial struggles, which have led to job cuts and restructuring efforts.
"If Geoffroy and his team put as much time into running the business as they did on expressing viewpoints about DEI, we would be buying Saks or launching an IPO," another disgruntled employee told The New York Post. "Instead, my job is at risk because of our business failure."
The catalog's rebranding marks a stark departure from the visual traditions Neiman Marcus has built over the past 98 years. Previous covers of the "Christmas Book" featured festive imagery-Christmas trees, ornaments, and Santa's elves-that evoked the spirit of the holiday season. The new cover, in contrast, features a model adorned with keyhole earrings, gazing into a keyhole, standing against a starry sky. Gone are the familiar Christmas symbols, replaced with what Neiman's Chief Brand Officer Nabil Aliffi describes as inspiration from "theatrical traditions."
Aliffi explained the shift in a statement, saying, "This year's holiday activation and campaign is an invitation to embrace the magic of Neiman Marcus. The storytelling was inspired by the theatrical traditions and folklore during the period that the brand was founded. We invite our customers to step into this extraordinary realm, where every interaction is an opportunity to experience the excitement of the season."
The campaign, according to the company, aims to evoke "boundless optimism and child-like wonder" through a fantasy-inspired theme. But for many of Neiman's longtime customers and employees, the absence of the word "Christmas" and the catalog's new look feel like a significant shift from the company's heritage.
Adding to the tension, this holiday season is expected to be Neiman Marcus' last before it is acquired by its long-standing rival Saks Fifth Avenue. The acquisition further heightens concerns about the future of the 117-year-old retailer, which has been grappling with financial difficulties in recent years. The rebranding of its iconic catalog, some fear, is symbolic of broader changes that may erode the company's historic identity.
Since its inception in 1926, the Neiman Marcus "Christmas Book" has become an institution in the luxury retail world, particularly known for its "Fantasy Gifts." These extravagant offerings have included everything from custom-built jet planes to rare experiences and luxury vehicles. This year's Fantasy Gifts are no less lavish, with items like a $1.9 million 18th-century Spanish royal carriage and a $777,777 Namibian safari featured in the catalog.
