Macy's is adding 1,500-square-foot Story shops to 36 of its stores across the country, including at its Herald Square flagship.
One year ago, Macy's bought Story, a New York retail store founded by Rachel Shechtman that curates merchandise around a theme or set of ideas. Inside the quirky, colorful space in the Chelsea neighborhood, experience matters more than the products. It was an interesting pairing — when Macy's bought Story — and industry watchers have been curious ever since. Now, Macy's plans are starting to unfold.
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," Macy's CEO Jeff Gennette said. At Macy's flagship Herald Square shop in New York, Story will span more than 7,500 square feet, about three-and-a-half times bigger than the others in other cities. The larger space will allow Story at Herald Square to include interactive experiences, Macy's said, like a massive Lite-Brite light-up display , a ping-pong table and plenty of other"Instagramable moments."
Macy's, like its peers Nordstrom and Kohl's, is trying new things in stores to avoid the same fate as department store chains like Bon-Ton, Sears and J.C. Penney, which have either been forced to file for bankruptcy protection or are struggling more than the rest to keep afloat.
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