Macy’s celebrates 150 years in retail

TAMPA, Fla. —Macy’s observed its 150th anniversary last month in grand style with some high-profile events in Manhattan, where celebrities such as Jessica Simpson, Sean “Diddy” Combs, Martha Stewart and Tommy Hilfiger stopped by to wish the company well. The section of 34th street where the company’s headquarters is located was temporarily renamed R.H. Macy Way, the nearby Empire State Building was lit in red and a fireworks display followed that evening from atop the flagship Herald Square store.

“It’s amazing to consider that Macy’s was doing business before many great brands like General Electric, Coca Cola and Ford Motor Co. were even born,” said Terry Lundgren, Macy’s chairman, president and ceo.

The energy and excitement associated with the 150th anniversary extended far beyond the streets of New York to Tampa, where Macy’s opened one of what at this point are only a handful of stores nationwide located in a lifestyle mall. The 120,000-square-foot store occupies two levels and is joined by other anchor tenants such as Dillard’s and JCPenney.

Although the store opening took place in an environment of extreme economic uncertainty, the turnout for the grand opening was surprisingly strong. More than 400 people, some of whom arrived as early as 5a.m., waited in line for the doors to open at 10a.m. Of course it helped that Macy’s marketing department effectively communicated details of the store opening to area residents. A billboard truck cruised area streets touting the store opening, a cover wrap appeared around the front page of local newspapers and direct-mail pieces were used.

It also helped that Macy’s sprinkled cash around on grand opening day, presenting the first 150 customers who entered the store with a gift card ranging in value from $15 to $500. The gift card giveaway, combined with the strong promotional message tied in with the 150th anniversary sales, sparked a buying frenzy that contrasted sharply with the nation’s economic ills. By noon, it was difficult to move throughout areas of the store and customers were waiting for empty fitting rooms and at checkouts.