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Finish Line to Open Shops in Macy’s Stores

450 shop-in-shops will open in Macy's department stores starting in spring 2013.

The Finish Line Inc. and Macy’s Inc. are joining forces for over 450 Finish Line shop-in-shops to open in Macy’s department stores starting in spring 2013.

The rollout is expected to be completed by fall 2014. In about 225 Macy’s stores where there will be no Finish Line shop-in-shop, the footwear firm will manage the athletic footwear assortment and inventory at Macy’s in those locations, also beginning in spring 2013.

The online athletic shoe assortments will be selected by Finish Line, beginning in spring 2013, subject to the signing of a final online agreement, both companies said Friday.

The analyst also said that since Levi’s rolled out, Haggar, Docker’s and Disney have signed on to sell their brands at the retailer.

In the Macy’s deal, Finish Line will be Macy’s exclusive partner for men’s, women’s and kids athletic footwear and Macy’s will be the exclusive host for Finish Line-branded in-store shops. While Finish Line will recognize sales and corresponding profits, it will also pay Macy’s a licensing fee, the two companies acknowledged regarding their arrangement. Finish Line said longer term, the arrangement is expected to result in “additional sales to Finish Line of $250 million to $350 million annually.”

Jeff Gennette, Macy’s chief merchandising officer, said, “The enhanced footwear assortment they will bring to our customers at every full-line Macy’s store nationwide, as well as on macys.com, complements our rapidly developing offering of activewear merchandise.”

Glenn Lyon, chairman and ceo of Finish Line, said, “Macy’s large and profitable store portfolio, its customer base that is concentrated in a demographic that Finish Line has not penetrated to date, and most importantly, its customer-centric philosophy and omnichannel focus make them an ideal partner for us to broaden our reach beyond our bricks and mortar stores and our website.”