Macy’s acquires New York experiential retailer

There is a new story at Story, the 2,000-sq.-ft. retail outpost that reinvents itself with a new theme every couple of months.

Macy’s announced that it has acquired the concept store, which is located in Manhattan’s Chelsea neighborhood. Additionally, Rachel Shechtman, Story’s founder and CEO, will join the department store giant as brand experience officer. In her new role, Shechtman will focus on ways to enhance the in-store customer experience at Macy’s, and Story will have the opportunity to come to life in a new format.

Story will operate as usual, continuing to rotate new themes at its Chelsea location. The COO of Story, Jenny Shechtman, will assume the role of VP, operations at Story under Macy’s ownership.

“Rachel is a unique and innovative voice in retail, and we are thrilled to have the Story team join the Macy’s family said Jeff Gennette, CEO and chairman of Macy’s. “Bringing Rachel’s perspective to the table will help create more enriched and engaging in-store experiences and brand activations.”

Story takes the point of view of a magazine, changes like a gallery, and sells things like a store. Every four to eight weeks, the space reinvents itself – from the design of the store to the merchandise – with the goal of highlighting a new theme and in partnership with a brand. Last fall, for example, Story partnered with global beauty giant Coty to transform the store into a beauty lover's paradise. And in May 2016, Story collaborated with Walmart’s division on a “Fresh” theme with a merchandise that featured cool kitchen gadgets and accessories, along with cookbooks, fresh produce and select menu-inspired grocery items.

“It’s exciting to have a national stage to leverage Story’s learnings and relationships to create impact at scale,” said Shechtman. “I’m energized by the opportunity to further build new customer experiences across the Macy’s portfolio, while also continuing to pursue new business models and brand partnerships.”