Etsy is heading to Herald Square.
The online marketplace, which specializes in homemade items and crafts, on Thursday will open The Etsy Shop in One Below, the Millennial-focused area located in the basement of Macy’s Herald Square flagship.
The offering will include 57 products in the jewelry, stationery and housewares categories. The goods are designed by Etsy sellers such as Debbie Lee of Penelope’s Press, Jennifer Benza of Yellow Heart Art and Aimée and Sara Schiwal of Hook & Matter, and include a series of Macy’s exclusive items from Soledad Proano of Sol del Sur, Naomi Singer of Modern Mud and Meera Patel of Meera Lee Patel. The theme of the shop is “New York,” with seven of the eight participating sellers hailing from New York (save for Lee who is from Chicago).
Dana Mauriello, director of seller category growth at Etsy, said Macy’s is the largest retailer the marketplace has linked up with so far. The site logged its first in-store partnership with West Elm in 2011 and has since worked with Whole Foods, Ann Inc.’s Lou & Gray and Nordstrom.
Etsy collaborates with thousands of smaller retailers around the country (and a few international stores) and is expanding into new Whole Foods doors every day. Etsy Wholesale has products in nearly 11,000 retailers. While a physical presence can be a powerful tool to build branding and awareness, Mauriello said Etsy’s primary goal is to support and grow its sellers’ businesses.
The shop’s theme is set to be refreshed every two months and the two are considering whether or not to make The Etsy Shop a permanent fixture.
The shop is in keeping with Macy’s desire to look at new ways to use its space to court consumers.
Singer, Modern Mud’s founder, designed five pieces for the shop, including a $42 Modern Mud ring dish that says “I love New York” in gold leaf on white ceramic. A “Wish You Were Here” card with a watercolor image of the city’s skyline splashed across it retails for $4.50.
The goods in the shop will be presented with a card that carries the image of the seller and some background information to better connect consumer with creator.
“The design team at Etsy, in collaboration with Macy’s, worked hard to bring Etsy’s brand into the space as well. We actually sourced all of the risers and tabletop fixtures from Etsy sellers,” Mauriello said of the 28 different sellers who provided the fixtures for the shop’s display.
Etsy was founded 11 years ago and went public in April. The marketplace boasts a total of 36 million items for sale from 1.5 million active sellers and has 22.6 million active buyers. The marketplace’s sales carried a gross merchandise volume of $1.93 billion in 2014.