NEW YORK (AP) — A year after buying startup Story, Macy’s is bringing to life the retail concept to 36 stores in 15 states including its Manhattan flagship store.
The concept, which curates merchandise around a theme and rotates every four to six weeks, comes at a time when department stores are trying to rethink how to better excite shoppers who are increasingly going online.
Industry watchers are closely watching Macy’s partnership with Story which was founded by Rachel Shechtman, who joined Macy’s as its new brand experience officer.
The first version, opened Wednesday, is called Color, and is anchored by three big brands: MAC Cosmetics, crayon maker Crayola and jeans giant Levi’s. But it features items from roughly 70 small businesses. The average shop carries about 400 impulse items including $20 unicorn-themed socks.
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