GroundBreakers of Brick-and-Mortar: A Storytelling Retail Model at Macy's

Nicole Genchur
Sr. Manager, Marketing Insights

What are they doing?

In April, Macy’s announced that it opened up experiential retail concept stores curated by ‘STORY’ within 36 of its stores nationwide. The news came a year after the retailer acquired the brand and made its founder Brand Experience Officer.

How does it work?

Macy’s described its new acquisition like this: “STORY is a cohesive storytelling retail model that takes the point of view of a magazine, changes like a gallery, and sells things like a store. Every four to eight weeks, the space reinvents itself—from the design of the store to the merchandise—with the goal of highlighting a new theme. STORY has a heightened focus on experience, engagement and collaboration/brand partnerships.”