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Home décor retailer to make physical debut


Grandin Road will step into the physical space in what promises to be a frightening debut.

The direct retailer of home furnishings and décor will open a Halloween pop-up at Macy’s flagship in Herald Square in New York City. The 1,400-sq.-ft. shop will showcase Grandin Road’s Halloween decoration collection, which has grown steadily over the past decade.

It will be Macy's first Halloween-themed concept shop, immediately greeting consumers as they enter the department store's 7th Avenue entrance, and feature four merchandising vignettes: Frightfully Fun, Bewitching, Halloween Glam, and Macabre and Mystical.

"Macy's is known and loved for its place in bringing the holidays to life for customers across the country, and the new Halloween At Macy's Herald Square was designed with that tradition in mind," said Shawn Outler, senior VP of leased businesses for Macy's. "This partnership and pop-up shop will provide customers at our iconic New York flagship store an exciting experience they can't get anywhere else."

For Grandin Road, the move is a natural step in its strategy to expand the consumer experience beyond the catalog and website. The collaboration is a progression into an inspirational, fully styled space, leveraging a collection that is a Grandin Road "fan favorite."

The temporary store will be open to the public from Sept. 1 to Oct. 31, and will feature programming/events to promote the Halloween experience at Macy's Herald Square.
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