Women's Wear Daily

Macy’s Trims the Count on Story Shops

Macy’s is closing 16 of its 36 Story shops following 10 months of testing and learning since launching the format inside its stores, WWD has learned. Story has been among the most touted elements of the department store’s innovation agenda, along with the rollout of the Backstage in-store and freestanding concept, and Market by Macy’s, a 20,000-square-foot specialty store that debuted in Southlake, Tex., last week with a “curated” offering. Story was launched at Macy’s Herald Square flagship and 35 branch stores in 15 states in April 2019 after the corporation purchased the business in 2018 from its founder Rachel Shechtman and named her Macy’s brand experience officer. Story shops inside Macy’s average 1,500 square feet and have customized, flexible fixtures, and, similar to the original Story store, which was at 144 10th Avenue in the Chelsea section of Manhattan, they change their merchandise theme, products and decor every two months or so. While confirming the closing of certain Story shops, Macy’s stressed that the remaining 20 are not going away. As a Macy’s spokeswoman explained, “Since its launch in early 2019, Story @ Macy’s has been a test and learn incubator for engaging customer experiences, acquiring new customers and offering unique products. As

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