Macy's and Etsy partner in millennial-minded shop

Etsy has opened its first-ever physical location inside Macy's New York City flagship, featuring a curated selection of items from eight Etsy sellers.

Macy's (NYSE:M) buyers selected the items, which include stationery, jewelry and homewares. There are also five unique items designed exclusively for Macy's from three Etsy sellers.

The shop will be refreshed with new products every six to eight weeks, focusing on a different theme during each selling cycle, according to Etsy.

The Etsy Shop is part of Macy's One Below department on the lower level of the chain's Herald Square store.

The shop and its rotating featured items are designed to appeal to millennials who are looking for more personalized and unique items. There will be displays telling shoppers more about the person behind each item and information about their crafting process.

The effort is part of Etsy's wholesale business, which seeks to connect sellers with large retailers. Additional partners include Whole Foods Market, The Land of Nod and Lou & Grey.

Macy's debuted One Below in September. The 53,000-sq.-ft. department is a blend of fashion, food and technology. There is a section featuring wearable devices, charging stations for mobile devices, and shoppers are encouraged to snap and share images on social media.

"This huge millennial destination was years in the making," Tim Baxter, Macy's chief merchandising officer, told Women's Wear Daily. "We are attracting a younger customer and that's our mission. We have gained market share every year since 2012 and are expecting that to continue to grow by creating a destination like One Below."

For more:
-See this Etsy announcement

Related stories:
Macy's finds omnichannel success with RFID
Macy's Lundgren talks digital transformation
Macy's under pressure, again
Macy's announces closure of 40 stores, staff cuts
Macy's Lundgren stands up to the critics