Macy’s launched a new store-within-a-store retail concept on Wednesday where shoppers can experience rotating themes and merchandise.
The concept is called “Story,” startup purchased by Macy’s a year ago.
Macy’s first Story, called Color, opened Wednesday and 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.
Ross Park Mall was chosen as one of 36 stores to showcase “Story.”
“The discovery-led, narrative experience of 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,” said Jeff Gennette, Macy’s, chairman & chief executive officer in a news release.
Stop by @Macys in Herald Square to see the #storyatmacys pic.twitter.com/BxoIAxBEnF
— Current, by GE (@currentbyge) April 10, 2019
Themes will change every few months.
“You discover things you weren’t looking for, but are inspired by all the fun finds – the second you see it, you need it,” a news release said. “
More than 70 small businesses featuring more than 400 products come together to make the experience a gifting destination.
The space averages 1,500 square feet, cumulatively representing more than 55,000 square feet of main-floor retail space across all 36 stores.
Story runs through June 26. There will be events and classes, focused on self-expression and creativity, according to the release.
The Associated Press contributed to this report.
