Macy’s opens the curtain on new off-price format

New York – Macy’s Inc. on Wednesday officially entered one of the industry’s fastest-growing store segments: off-price retail.



The company unveiled its newest banner, Macy’s Backstage, with the opening of three New York City -area stores, with locations in Brooklyn, Queens and Melville (on Long Island).



Three additional stores are slated to open by yearend, including one in New Hyde Park, New York (also on Long Island), on Sept. 19. The remaining two will open in late fall, in the Fordham section of the Bronx, and in Essex Green, New Jersey.



Described as a cross between a department store and an outlet, Macy’s Backstage offers a wide assortment of products, including men’s, women’s and children’s apparel, shoes and accessories, housewares, home décor and textiles, toys and tech items. It also has an open-sell beauty section featuring premium brands.



Ranging in size from 25,000 sq. ft. to 35,000 sq. ft., the new format is designed to offer an upgraded, off-price customer experience, with such amenities as a suite of dressing rooms offering three-way mirrors and mobile check-out stations outside the dressing suites. A dedicated “Center Stage” section will highlight the latest trends, themes and styles.



With its own team of buyers, planners and merchandisers, Macy's Backstage will curate each store’s selection to the fashion styles of the surrounding community. Prices will be discounted 20%-80%, according to Macy’s.



Each location will be outfitted with a Sunglass Hut outpost. Both the New Hyde Park and Sheepshead Bay locations will house a fur salon, and the Brooklyn store will feature a cafe.



Shoppers can use their Macy's credit card and earn Plenti reward points at all locations.



"As a new business venture for Macy's, we are ecstatic about our debut of Macy's Backstage,” said Vanessa LeFebvre, senior VP/general merchandise manager of Macy's Backstage stores. “It is exhilarating to create an exciting and entertaining destination for the customer who loves to shop, and loves a bargain even more."