Macy's Backstage announces two more pilot locations

Macy's (NYSE:M) announced two additional store locations in the greater New York City area for Backstage, the department store's off-price business.

In conjunction with the four locations announced last month, the retailer will open six Backstage stores in the fall, each an average of 30,000 sq. ft.

The newest locations will be at Fordham Place in The Bronx, New York, and the Essex Green Shopping Center in West Orange, New Jersey.

At Essex Green, an existing Macy's will be converted to the Backstage—a final clearance sale on inventory will run from June 14 to late July or August. Then, the location will close for remodeling and a size reduction.

Backstage plans to host an assortment of apparel for men, women and children, shoes, accessories, housewares, home textiles and jewelry. Items will include clearance goods from Macy's stores, often between 20 and 80 percent off of the original price. Each store will include free WiFi and fitting rooms, with one location testing out a cafe concept.

"We continue to be very excited about the coming of Macy's Backstage. Feedback we have heard from shoppers since the initial public announcement of our first four pilot locations has been enthusiastic, and our team looks forward to bringing this fresh new retail concept to life," said Peter Sachse, Macy's chief innovation and business development officer. "These two new locations will enhance our opportunity to learn from the pilot stores. At Essex Green, we will begin to understand the dynamics of converting an existing Macy's store to Backstage. At Fordham Place, we will be part of an iconic urban retail center in a densely populated community. As is Macy's practice, we will test and learn to see what resonates most with customers so we can adjust our strategies before rolling out additional locations."

Although online is an increasingly important channel for Macy's and other department stores, Terry Lundgren, Macy's president, chairman and CEO, noted that the retailer's future lies in its brick-and-mortar stores, a statement that alluded to Macy's intent to expand internationally, especially with its Bloomingdale's brand.

For more:
-See this Macy's press release

Related stories:
Macy's looks to luxury for growth
Macy's to launch discount format with four new stores
Nordstrom, Macy's keeping outlets need flagships
Macy's Lundgren: Stores are the new black
Macy's updates app to sort items by proximity

 

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