This fall Macy’s will roll out Backstage, a new store concept that apes T.J. Maxx by selling off-price items, including jewelry.
Unlike a traditional outlet, the merchandise will be a mix of Macy’s clearance items and special buys from fashion brands.
Each store will have amenities, including Wi-Fi. One location will test a café concept.
This week, BuzzFeed reported that T.J. Maxx’s sales topped those of Macy’s for the first time.
On a conference call this week, chief financial officer Karen Hoguet said she hoped the new concept will bring a new customer into Macy’s.
“With the Bloomingdale’s outlet business, initially we were nervous about putting one of the Bloomingdale’s outlets too close to a Bloomingdale’s store,” she said, according to a transcript. “And what we’ve found is that served as an entry point for the customer and instead of taking business away from the base Bloomingdale’s store we actually brought new customers who [became] comfortable with Bloomingdale’s outlet experience and then went to the Macy’s store.”
The first four pilot Macy’s Backstage stores are planned for the New York City area: Brooklyn, N.Y.; Elmhurst, N.Y.; New Hyde Park, N.Y.; and Huntington, N.Y.