Story will take up a collective 55,000-square-feet of retail space at Macy's. More: Industrious opening its first NJ co-working space inside the Mall at Short Hills Past themes included Remember When, Wellness, and Home for the Holidays. Since Story was founded in 2011, the store's theme has changed more than 40 times, according to Macy's website. The store's curated merchandise, design and events are based on that moment's theme - for example, a wellness theme could result in a yoga class being scheduled in the store, and a shopper may then purchase a reusable water bottle at the shop that was hand-picked from a local business. Unlike most stores, Story changes every few months, based on a new editorial theme. Shechtman founded Story in 2011 with an idea to make shopping about more than just buying things, according to Macy's website. Her focus, the company said, would be to enhance the retailer's in-store customer experience. Last May, Macy's acquired Story and named its founder and chief executive, Rachel Shechtman, as Macy's newest brand experience officer. In November, Gennette told The Wall Street Journal that Macy's had plans to shrink four of its locations as an experiment to save money on staffing and inventory. Historically, legacy retailers like Macy's were successful with their vast floor space. But, as consumers' habits changed, retail companies found themselves with too much real estate. The store-within-a-store model is part of Macy's strategy to remain relevant. The section is much more pronounced, and offers a mix of discounts clothes and home decor goods - similar to a T.J. The Macy's Backstage at the mall is located on the second level and is significantly larger than Story. The Macy's at Willowbrook Mall has both a Story and Backstage shop. There are 25 Backstage stores at Macy's locations in New Jersey and New York, according to the company's website, although few stores offer both Story and Backstage. Maxx and companies like Nordstrom and Neiman Marcus, which offer off-price versions of themselves through Nordstrom Rack and Last Call. The products are divvied up by colors, and there is a sit-down area for immersive programs, like MAC's "Make Your Own" palette station.Īlthough Story is a relatively new concept for the department store chain, the retailer has dabbled with the "store within a store" model before. In 2016, the company unveiled a branch of its outlet division called Macy's Backstage, to offer an off-price version of itself to compete with discount retailers like T.J.
The Story inside Willowbrook Mall is located on Macy's first level, tucked beneath the escalators and near the shoe department. The shop is inviting, although the average consumer may see it as just another colorful display inside the store. There will also be events inside the spaces, which will be listed on the Macy's website.
With these partnerships, the company will offer exclusive products that will only be sold within the confines of the Story shops.
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Macy's has partnered with high-profile companies - MAC Cosmetics, Crayola, Levi's Kids - and an estimated 70 small businesses for Story's "Color" theme. The Macy's at Cross County Shopping Center in Yonkers, New York, will also feature the new concept.
In New Jersey, Macy's department stores in Bridgewater Commons, Freehold Raceway Mall, the Mall at Short Hills in Millburn, and Willowbrook Mall in Wayne will feature the shops. Macy's has launched Story across 36 of its department stores nationwide. “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, in a statement announcing the roll-out. Since the Story stores' products are not accessible on the Macy's website, the only way to truly experience the concept is in person. Macy's is hoping that Story will provide consumers a new reason to come to its stores, as legacy retailers struggle to attract shoppers who have been lured away by online shopping. The store's inaugural theme, "Color," will run through June 26.
The 1,500-square-foot Story shops will be housed within existing Macy's department stores, and will offer shoppers a narrative-driven retail experience, where products and programs are selected around an editorial theme that changes every few months. Two Macy's department stores in North Jersey and one in Westchester County now feature the chain's new in-house shop called Story, as the retail giant tinkers with ways to lure shoppers to its stores. Watch Video: Could heading to the store save you money?