Macy's adds Backstage to stores in Dallas

Macy's (NYSE:M) is adding two Backstage off-price outlets in Dallas. The locations will officially open this week inside Macy's department stores.

The concept is designed to appeal to shoppers drawn to off-price formats such as Marshalls, T.J. Maxx and Ross Dress For Less. These stores are growing as traffic to traditional department stores has declined.

Backstage in particular is meant to attract millennial shoppers, including young mothers who have limited time and small budgets.

Macy's plans to operate 22 Backstage locations by the end of this year and 200 in the next five years. Some will be free-standing and others, such as the two Dallas locations, will occupy space inside existing Macy's stores.

One such Backstage location at the Town East Mall occupies roughly 23,000 sq. ft. of the store's first level, taking space from the lingerie, children's and home departments, according to the Dallas Morning News. These categories are carried in the Backstage space in addition to some new categories for Macy's, such as children's shoes and toys.

Merchandise consists of manufacturer overruns and some designer product returns from the department store.

Backstage is part of Macy's bid to adapt to the needs of today's shopper. It's not alone in developing an off-price format – even Kohl's has a more value-oriented concept – but it's just one part of Macy's plan for reinvention.

For more:
- see this Dallas Morning News story

Related Articles:
Mobile web visits to Macy's soar
Macy's Terry Lundgren to retire
Macy's meets Iris Apfel with new collection