Just weeks after announcing the development of an off-price concept, Macy’s Inc. (Cincinnati) is revealing plans to push its 150 best-performing stores to the higher end of the retail spectrum. The company says that 20 percent of its locations – including its top 30 “platinum doors” – will undergo changes that include store renovations, higher staffing levels, more luxury merchandise and enhanced technology. Beauty brand Bluemercury, which Macy’s acquired last February, will be featured prominently in the targeted stores.
The mid-range department store retailer already features more luxury goods in its stores in destination cities such as New York and San Francisco. Success in those locations factored into the decision to upgrade additional stores, according to Fortune. Macy’s is putting the finishing touches on its $400 million Herald Square renovation. The Manhattan location will merchandise brands such as Louis Vuitton and Longchamp, which few Macy’s stores carry. It will also feature a Coach boutique designed by Dutch architect Rem Koolhaas.
At the 30 platinum stores, Macy will eliminate most clearance items, sending those inventories to its new, off-price “Backstage” stores.