US-based department store chain, Macy’s Inc. recently announced the acquisition of New York’s leading concept store ‘Story’ and the appointment of its Founder and CEO Rachel Shechtman as their Brand Experience Officer.

However, the terms of the deal were not revealed by any of the two parties involved.

Notably, Story is one of the unique concept shops in the United States that adds new inventory every three months under new themes. Recently, they introduced themes like Home for the Holidays, Beauty and Remember When, to attract more visitors to the store.

It is not just the new ‘inventory addition’ that makes Story such a hit in the US market but the ‘concepts’ they use that make a customer’s in-shop experience better than any other retail space. Story is an ‘editorial storytelling’ retail model that curates creative ideas, changes like a gallery and sells things like a store.

Macy’s CEO Jeff Gennette is full of praises for the concept and said that having Shechtman on board will help them in offering a more interest-filled shopping experience to the customers. “We are expecting better business this year and this is one of the paths that will get Macy’s closer towards our objective,” the Chief added.

Story’s retail collaboration with Macy’s is expected to help increase the department chain’s store count and business as it’s the future of retail and millennials love to shop at places that offer them some experience to relish other than just products.