Cincinnati-based retailer Macy’s Inc. is partnering with two giant outdoors brands for the next chapter of its experiential retail concept Story.
Macy’s (NYSE: M) is calling the second chapter of its experiential retail concept Outdoor Story and is partnering with Dick’s Sporting Goods and Scott’s Miracle-Gro to make it happen.
A refresher: Story is an experiential retailer born in New York City in 2011 to provide a new model for retail. Story takes the mindset of a magazine, presenting its merchandise like a gallery and selling it like a store. It reinvents itself every four to eight weeks, overhauling the interior of the store and its merchandise to reflect a new theme.
Macy’s acquired Story in May 2018. It then rolled Story locations out to 36 stores – including Kenwood Towne Centre in Cincinnati – in April of this year.
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The opening theme of Story at Macy’s will be “Color,” offering a curation of color-coded products from brands like Mac Cosmetics, Crayola and Levi’s Kids.
Outdoor Story focuses on entertaining, bringing the outdoors indoors and recreational activities. It will include experiences and programming like indoor gardening workshops, and in some locations like New York, kayaking on the Hudson River.
All Story locations will include the newly launched Miracle-Gro Twelve Indoor Growing System, a hydroponic unit designed to blend in with home decor. Dicks will provide a mix of apparel and hard goods.
Macy’s operates 868 stores under the nameplates Macy’s, Macy’s Backstage, Bloomingdale’s, Bloomingdale’s Outlet, Bluemercury and Story primarily in the United States. It reported $24.9 billion in revenue in 2018. Macy’s employs 3,600 in Cincinnati between two offices, a Mason call center and six retail locations.
Date: July 11, 2019
Source: The Business Journals