Macy’s makes experiential retail push with Story deal

Macy’s makes experiential retail push with Story deal

Macy’s has acquired New York City-based concept store Story.

It has also announced that Rachel Shechtman, Story’s Founder and CEO, will join the department store giant as Brand Experience Officer. “Rachel is a unique and innovative voice in retail, and we are thrilled to have the Story team join the Macy’s family. Bringing Rachel’s perspective to the table will help create more enriched and engaging in-store experiences and brand activations,” says Jeff Gennette, CEO and Chairman at Macy’s. “We are committed to growth in 2018, and this is one important step along the way.”

Story’s model takes the point of view of a magazine, changes like a gallery and sells things like a store. Every four to eight weeks, the space undergoes an inventory and interior design overhaul to highlight a new theme (for example, during its “Love Story” motif, it sold the likes of scented candles, lingerie and heart-shaped goods.) 

The venture will continue to operate as usual at its Chelsea location. Chief Operating Officer Jenny Shechtman will assume the role of VP of Operations under Macy’s ownership.

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