Macy's to bow 100% new store design

When Macy's new Ohio store opens, it will be "100 percent brand new" from fixtures to merchandise.

The store at Easton Town Center in Columbus will open on June 25 and debut a range of new merchandise displays, in-store technology, services and partnerships.

Store departments are being rearranged into lifestyle categories.

Beauty has triple the amount of space here and will include a Bluemercury shop within the department. Macy's acquired Bluemercury for $210 million in February 2015. There will also be a salon and spa for hair, nail and massage services.

LensCrafters, another Macy's partnership, will have a dedicated area, as will a Papyrus stationary shop and the Tux Shop at Macy's run by Men's Wearhouse. Both are located near an expanded wedding department.

A new health and fitness section – dubbed Restore, Nourish and Strengthen – includes athletic footwear and activewear from a variety of brands. There's also health tech and fitness trackers, a smoothie bar, and employees who serve as dedicated health and fitness "ambassadors," according to The Columbus Dispatch.

"Instead of teaching someone to ring a register, we're hiring people who understand the lifestyle,"said Kathi Newton, VP and store manager. "I think this is going to be a real game-changer."

Services will play a larger role in the new format, including a [email protected]'s kiosk and in-store pickup for online orders.

Reinventing and reinvigorating stores is mission critical for Macy's. The department store is struggling to attract younger shoppers and create excitement. Chairman and CEO Terry Lundgren has vowed to bring the chain back following a series of disappointing financial reports, and new stores will play a big role in that effort.

For more:
- see this Columbus Dispatch story
- see this Columbus CEO article
- see this Columbus Business First story