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Macy’s Herald Square Renovation to Hit Beauty, Men’s

The $400 million renovation of the retailer's New York flagship is entering the second phase.

NEW YORK — The $400 million renovation of the Macy’s Herald Square flagship is entering the second phase.

This story first appeared in the May 31, 2013 issue of WWD.  Subscribe Today.

On Thursday, the retailer revealed that the main floor, mezzanine and second floors will be the next areas to receive updates, work that will impact beauty, accessories and men’s wear. In addition, the plan calls for linking the 34th and 35th Street sides of the Broadway building for the first time in the store’s history. A new visitor’s center will be installed on the mezzanine, and the historic Memorial Door entrance on 34th Street will be restored and reopened as an entrance.

This phase of the four-phase plan is expected to be completed by the holiday season.

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Macy’s said the reconfigured floor plan will make “navigating between buildings easier, and establish a new foundation for department upgrades and vendor shop introductions.”

Among the departments that will be affected are cosmetics and fragrances — including the addition of an Impulse Beauty shop — fashion jewelry, designer handbags and accessories in the Broadway building. The Seventh Avenue building will see renovations to fine and fashion watches on the main floor, along with men’s dress furnishings, men’s fragrances and skin care. Men’s traditional and collection sportswear on the second floor will also be getting a facelift, and the Seventh Avenue and 34th Street entrances will be restored as well.

The women’s cosmetics and fragrances area will be redesigned with four new curved staircases and the addition of two escalators leading shoppers to a newly expanded mezzanine level. New prestige brands will be introduced and the Impulse Beauty concept will be expanded to include blow-drys and other “beauty experiences,” the company said. Women’s fragrances will relocate to the 35th Street side of the Broadway building and will add a Fragrance Bar. Video screens will serve as a backdrop for fragrance and cosmetics launches.

Men’s fragrances and skin care will be located in a corner on Seventh Avenue and 35th Street and will focus on designer and prestige brands. An Art of Shaving shop will be added and store windows along Seventh Avenue will be opened up to allow a view onto the selling floor.

The men’s department will add square footage, new collections and leased shops. When the renovation is completed, 200,000 square feet will be devoted to men’s wear over seven floors. By this summer, a customized Finish Line shop focusing on athletic footwear will be added in a temporary location; a permanent shop is planned for 2015.

The Macy’s Visitor Center will be remodeled and add new technology to serve international tourists in their native languages.

When completed, the four-year project at the 111-year-old Herald Square store will add 100,000 square feet of selling space to bring the total to 1.2 million square feet. The entire project is slated to be completed by fall 2015. The store is believed to have annual sales of $850 million.