US-based department store chain Macy’s has revealed plans to open more store-within-store Backstage locations across the US over the coming months.
The company will open 37 locations from 9 April until the end of June.
Go deeper with GlobalData
New Macy’s locations to feature the store concept will include the company’s State Street flagship store in Chicago and its New York City flagship store, Herald Square.
Macy’s Backstage stores offer apparel for women, men and children, as well as a range of toys, houseware, beauty products, designer handbags, activewear, gift items and others.
In addition, the stores allow customers to earn and redeem Star Rewards and use their Macy’s credit cards.
Each Backstage store occupies between 11,000ft² and 16,000ft² of retail space.
Macy’s off-price vice-president Michael Hersh said: “Macy’s Backstage inspires customers to express their personal style through its offerings of quality merchandise and brands at great prices, which is why we look forward to bringing Macy’s Backstage into more of our local communities.
“We are especially excited to bring Backstage to our downtown stores in Chicago and New York City as the brand expands nationwide.”
Macy’s has opened nearly 300 Backstage stores across the US to date.
Last year, the company expedited its off-mall, small-format store rollout by opening two free-standing Backstage locations in Dallas, Texas, as well as three Market by Macy’s locations in Dallas, Texas, and Atlanta, Georgia.
The move is part of the company’s ongoing transition of its store fleet in response to changes in consumer behaviour.
Macy’s plans to open additional off-mall locations throughout this year and hire several Backstage staff to facilitate the expansion.
Last month, the company reported its net sales for the fourth quarter (Q4) of the fiscal year 2021 (FY21) net sales had increased by 23% to $8.67bn from $6.87bn a year earlier.
