A year after buying Story, a New York-based retail store founded by Rachel Shechtman, Macy’s is planning to bring the retail concept to life in 36 stores in 15 states including its Manhatttan flagship.
The Story concept curates merchandise around a theme or set of ideas and rotates every two months.
Macy’s is trying to rethink how to excite shoppers in a better way who are increasingly going online.
“Story gives new customers a fresh reason to visit our stores and gives the current Macy’s customer even more reason to come back again and again throughout the year,” CEO Jeff Gennette said.
Macy’s first Story, called Color, will be up until June 26 at which point a new theme will be rolled out. The new store is anchored by three big brands: MAC Cosmetics, crayon maker Crayola and jeans giant Levi Strauss & Co. But the shop, awash in bright colors, features items from roughly 70 small businesses like brightly colored t-shirts, books, colorful dishes, candles and candy.
“Think about a magazine or digital media company. Our version of editorial is merchandise curation … and event programming. One thing that was important, and that we learned over the years at Story, is to create a model that is relevant. … We are doing something that will appeal to 5 year olds and 40- 50 year olds.” – Shechtman, Brand Experience Officer, Macy’s
At Macy’s Herald Square, Story will span more than 7,500 square feet, about 3½ times bigger than in other cities, which will allow it to include interactive experiences like a massive Lite-Brite light-up display, a pingpong table and plenty of other “Instagramable moments”.
The firm has trained more than 270 people to staff the 36 Story shops.
