It’s time for the second installment of Story at Macy’s and the concept will focus on the outdoors.
According to Macy’s, over 70 brands with “summer right” merchandise housed in an environment by the David Stark event design, planning and production company, will be unveiled Tuesday at the Herald Square flagship. The concept will get rolled out to the three dozen other Macy’s stores that have Story shops.
In May 2018, Macy’s bought Story, an unconventional boutique founded by Rachel Shechtman in 2011 with regularly changing themes such as Made in America, wellness, or locally made products that become the basis for often offbeat assortments, collaborations and events.
Last April, Macy’s launched Story at Macy’s shops at 36 of its U.S. locations, in an effort to bring innovation and more traffic to the selling floors. The inaugural theme was color and the shops carried about 400 items for men, women and kids from 70 vendors. The shops have flexible fixturing to accommodate the assortment and decor changes occurring every two months.