By  on December 7, 2011

SAN FRANCISCO — Macy’s is in the midst of a multimillion-dollar renovation of its Men’s Store here that will add 34,000 square feet and a sixth level to its location in the heart of Union Square.

The additional space, which will bring the store to 160,000 square feet, will allow the retailer to showcase merchandise from its most popular brands, including Hugo Boss, Ralph Lauren, Tommy Hilfiger, Calvin Klein and Kenneth Cole, among others.

In some cases brands are more than doubling space with the addition of vendor shops for tailored clothing, activewear, designer, contemporary and casual sportswear.

In addition to allowing the brands some breathing room, the renovation and remerchandising position the store to be prepared for the throngs expected for the September 2013 America’s Cup, the international sailing regatta during which estimates call for at least $1.4 billion being spent in the city.

The store revamp, which is costing $5.6 million according to city building records, is also a prominent example of the “My Macy’s” corporate strategy started in 2009 to better focus merchandising on local customer tastes at each of Macy’s Inc.’s 800 stores nationally.

In the case of San Francisco, Macy’s Men’s Store customers — both locals and tourists — are fashion savvy, so designer and contemporary labels are in wider supply here than most other Macy’s locales, according to Lori Randolph, district vice president.

The added space also allows the store to carry a wider breadth of merchandise within a brand name, thereby offering customers a broader range of prices, Randolph said.

“We’re looking to make stronger statements,” she said, contrasting this approach to the earlier use of generic signs pointing the way for customers in each department to brands less delineated on the floor.

Now customers move among vendor shops as if they were storefronts, while being directed by brand-name signs, or descriptions like “Slim Fit.”

The overhaul of the San Francisco Men’s Store, now two-thirds complete, brings forth a modern aesthetic that emphasizes white, black and earth-tone fixtures, furnishings and tile floors. Sight lines are less cluttered and brighter with the removal of interior walls and dark wood accents.

Adding to the open feel, the escalators in the center of the store will be exposed when the renovation is completed in May — in time for the Aug. 11 to 19 and Aug. 27 to Sept. 2 America’s Cup qualifying matches on San Francisco Bay. These regattas are part of a global series of races leading up to the America’ Cup final on Sept. 7 to Sept. 22, 2013, in the Golden Gate City, between the locally based defender Oracle Racing, and the winner of the July 13 to Sept. 1 semifinal Louis Vuitton Cup, also in San Francisco.

The San Francisco Macy’s Men’s Store — one of seven stand-alone men’s stores in the chain and the only one undergoing renovation — is located on Stockton Street in Union Square between Neiman Marcus and Barneys New York. It’s across from a 1.74 million-square-foot store that sells women’s, juniors and children’s apparel, as well as home furnishings and kitchenware.

Combined sales of the two downtown Macy’s units are typically cited as among the chain’s top performers.

Each floor in the men’s store is being recast, including the fifth, where buying offices have been turned into expanded tailored clothing and footwear departments since being relocated from the fourth floor.

Activewear, earlier displayed in 2,800 square feet on the lower level, now occupies 6,900 square feet on the fourth floor with featured shops including Nike, Adidas, The North Face, Converse and Puma. (Puma is the America’s Cup merchandise vendor, as well as performancewear outfitter of defending team Oracle Racing, named after the San Francisco Bay Area software company founded by Larry Ellison.)

Across from activewear on the fourth floor are new Dockers and Tasso Elba boutiques, along with Macy’s private label trousers, woven shirts, sweaters and outerwear. These fashion staples were formerly found on two, which is now devoted to sportswear collections.

The third floor is entirely devoted to Macy’s signature Impulse department’s contemporary sportswear collections, as well as expanded premium denim offerings. The floor also houses designer sportswear from Versace, D&G, Theory and Tahari.

On the lower level, there are expanded casual denim and sportswear offerings, such as the addition of a Ralph Lauren Denim & Supply shop. In January, renovation of the first-floor furnishings department will get under way.

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