Macy’s Looks to Enhance In-Store Experience with STORY Acquisition

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To help it adapt to the changing face of retail, Macy’s has acquired STORY, a concept store in New York. STORY’s founder and CEO, Rachel Shechtman, will become Macy’s brand experience officer, focusing on enhancing the store experience for the major retail chain.

STORY features a rotating inventory of curated items based on various themes, including Love, Home for the Holidays, Beauty and Remember When. The gallery-like space changes every four to eight weeks, including store design and merchandise. Brands that have sponsored themed runs at STORY include Intel and American Express.

STORY’s operating credo is: “Point of view of a Magazine, Changes like a Gallery, Sells things like a Store.” Executives from various retailers including Home Depot and Target have visited STORY as a sort of live lab for the future of the store and came away singing its praises.

“Rachel is a unique and innovative voice in retail, and we are thrilled to have the STORY team join the Macy’s family,” said Macy’s CEO Jeff Gennette in a release. “Bringing Rachel’s perspective to the table will help create more enriched and engaging in-store experiences and brand activations. We are committed to growth in 2018, and this one important step along the way.”

STORY will continue its rotating themes at its Chelsea location in New York while Shechtman assumes her role for Macy’s. STORY’s COO Jenny Shechtman will now be the company’s vice president of operations.

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