Macy’s to test new hybrid store format; grow specialty stores

Macy’s may be cutting back on the number of department stores in its portfolio, but the company is moving ahead with brick-and-mortar growth in other areas.



Over the next two years, Macy’s plans to open about 50 Macy’s Backstage stores in off-mall locations. The roll out builds on the launch of the off-price format this past September.



In addition, in spring 2016, Macy’s will test a new hybrid format, which it called the first of its kind in retailing, and open Backstage stores in up to 10 existing Macy’s store locations. The format will combine off-price bargains and regularly priced fashions.



Bluemercury: Macy’s is expanding its beauty specialty store format, Bluemercury. It will open approximately 40 freestanding Bluemercury stores, bringing the total store base to approximately 115 by the end of 2017. The retailer also plans to integrate Bluemercury shops into the beauty departments of Macy’s stores.



LensCrafters: Macy’s is expanding its relationship with Luxottica Group and will open in-store LensCrafters shops in as many as 500 Macy’s department stores over the next three years. Each department will be staffed by a LensCrafters affiliated optometrist.



LensCrafters will open its first new Macy’s location in April 2016, with the goal of opening approximately 100 locations by the end of next year. The stores will feature a new design concept, complete with a digital experience that includes lens simulators and virtual try-on technology.