Macy's goes back-to-school with revamped brands

NEW YORK — Macy's is getting ready for back-to-school season with expansions of current product lines.



The retailer is expanding its Material Girl line to include beauty products inspired by Madonna's daughter Lola's favorite things. Items include lip gloss, body lotion and nail polish and are priced from $7 to $20.MaterialGirl beauty will be sold in approximately 375 Macy's stores and onlineat www.macys.com/mstylelabbeginning mid-August. Other categories for the fall 2011 season willinclude denim, bedding and intimates, to be sold in approximately 125 Macy's stores.

The Jessica Simpson line in August will expand to include junior sportswear. Items will include tops, blazers, sweaters and pants, and will be priced on average from$34 to $98, with higher-endfaux fur pieces selling up to $129. The line will beavailable in approximately 150 Macy's stores.

In addition to its expanded lines, Macy's said it is retooling the shopping environment for its Tommy Girl collection. The line will be housed in a newly-designed space that reflects the brand's preppy point of view, the company reported. Tommy Girl will be sold exclusivelyin 150 Macy's stores nationwide beginning July with prices ranging from$32 for t-shirts to $129 for outerwear.

"With great fashion, reliable value and exciting events - Macy's is onceagain a popular one-stop destination for kids and teens getting readyfor back-to-school," said Martine Reardon, EVP marketingfor Macy's. "We continue to introduce new brands to keep ourassortment fresh and to develop compelling store events and causeprograms that will get everyone excited about heading back into theclassroom."