Neiman Marcus Rebrands Its Iconic Christmas Book: A Shift In Tradition

For almost 100 years, Neiman Marcus has put out its yearly Christmas Book. This catalog has served as a beacon of luxury, appealing to wealthy individuals with a taste for the extravagant and serving as a source of inspiration for dreamers who relish the thought of indulging in lavish gifts. However, recent changes have stirred conversation among shoppers and retail enthusiasts alike.

The New York Post has reported that CEO Geoffroy van Raemdonck is implementing significant changes, including the surprising decision to drop the word “Christmas” from the catalog's title. This move has left many wondering about the implications and motivations behind such a departure from tradition.

As we approach 2025, it's noteworthy that Neiman Marcus is set to be sold to HBC, the parent company of Saks Fifth Avenue. Employees have speculated that this could be a final statement from Raemdonck, marking his tenure with a bold rebranding effort. The catalog's transition to a new name—A Neiman’s Fantasy—has unfolded quietly, without any major announcement, making it a topic of intrigue among loyal customers.

This isn't the first time we've seen a major retailer move away from using "Christmas" in their marketing. Back in 2005, Walmart made a similar shift, opting for the more inclusive "Happy Holidays" to resonate with a broader audience. This trend reflects the evolving cultural landscape in America, where companies are increasingly mindful of inclusivity and reputation management.

For those fortunate enough to receive this year’s edition of A Neiman’s Fantasy, rest assured that the catalog still showcases a range of dreamy items—just not labeled as Christmas gifts. This year’s highlights include a staggering $1.9 million 18th-century drawn carriage once owned by the Spanish royal family, and a luxurious $777,777 Namibian safari, catering to those who appreciate the finer things in life.

So, if you’ve got the means, why not indulge? After all, you can’t take it with you when you go!