Macy’s is opening 36 Story concept shops in department stores in 15 states, insuring more exposure for the “narrative driven” retailer known for its innovative and ever-changing presentation.
Last year, Macy’s bought the New York City retailer, which calls itself a “living magazine,” and appointed founder Rachel Shechtman as brand experience officer.
Like its original Chelsea location—which officially closed its doors yesterday—the three dozen Story shop-in-shops will switch concepts every six to eight weeks.
The initial theme, Color, will run through June. The stores feature 400 products from 70 small businesses, including jewelry from Akola and Ink + Alloy, gourmet chocolate, and kids’ wear.
In-store experiences will include Mac Cosmetics offering “Make Your Own” palette stations and beauty classes; Crayola holding crafting workshops; and Levi’s Kids previewing items from its new collaboration with Crayola.
Visiting Story is “a lot like a real-life version of scrolling through Instagram,” said Shechtman in a statement. “You discover things you weren’t looking for, but are inspired by all the fun brands. The second you see it, you need it.”
Macy’s has hired 270 employees, who have been given special training to work in the new shops. Since customers enter not knowing what they are looking for, salespeople must understand the product lines and store layout, Shechtman told CNBC.
Most of the shops will be relatively small—1,500 square feet—though the store at Macy’s Herald Square flagship in New York City will comprise 7,500 square feet on its main floor and mezzanine level. The flagship is going out all out for Color Story, installing a rainbow light tunnel and giant interactive Lite Brite.
Story can be seen at Macy’s stores in San Francisco; Costa Mesa, Calif.; Newport Beach, Calif.; Pleasanton, Calif.; Santa Clara, Calif.; Miami; Boca Raton, Fla.; Orlando, Fla.; Atlanta (two shops); Chicago; Schaumburg, Ill.; Indianapolis; Lexington, Ky.; Minnetonka, Minn.; Las Vegas; Bridgewater, N.J.; Freehold, N.J.; New York City (Brooklyn, Queens, and Manhattan); Garden City, N.Y.; Yonkers, N.Y.; Cincinnati; Philadelphia; Pittsburgh; Dallas; Houston (two shops); Bellevue, Wash.; Lynnwood, Wash.; and Washington, D.C.
A list of events can be seen here.
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