Beauty Store Business magazine - September, 2019

Macy's Rolls Out STORY in 36 Stores

STORY, the narrative-driven retail concept shop that originated in New York City, is now bringing an editorial approach to retailing in 36 select Macy’s stores nationwide. STORY has launched “Color” as its inaugural theme, allowing Macy’s customers across the country to explore and experience color through a rainbow of curated, giftable products and through a range of more than 300 fun, color-inspired events. MAC Cosmetics, Crayola and Levi’s Kids are among the more than 70 small businesses to partner with STORY at Macy’s on Color STORY.

“The discovery-led, narrative experience of STORY gives new customers a fresh reason to visit our stores and gives the current Macy’s customer even more reason to come back again and again throughout the year,” said Jeff Gennette, Macy’s chairman & chief executive officer. “We’re excited about the potential for STORY and are happy to be launching Color STORY in 36 stores.”

With themes that change every few months, STORY at Macy’s offers an entirely new retail experience by blending unique collaborations, narrative-driven merchandising and dynamic event programming. “The simultaneous launch of STORY at Macy’s in 36 stores across 15 states is the successful outcome of a reimagined approach to cross-functional collaboration and the work of more than 300 Macy’s colleagues who contributed to creating this new, scalable business model nationwide,” said Rachel Shechtman, founder of STORY and Macy’s brand experience officer. “I’m so proud of the work this team did and look forward to continuing the STORY journey at Macy’s.”

Through Color STORY, MAC Cosmetics is offering customers an experience that previously has been available only at its professional stores. Specifically, thirty select STORY at Macy’s locations are featuring MAC’s custom-build service, a “Make Your Own” palette station. Color-curious visitors can now take beauty classes on-site from expert makeup artists, mastering the season’s must-have looks. “We are excited about MAC’s partnership with STORY. Creativity and innovation are an integral part of MAC’s DNA and will play well with STORY’s colorful new concept at Macy’s,” said Chris Good, president, MAC Cosmetics, North America.

“The STORY at Macy’s experience feels a lot like a real-life version of scrolling through Instagram. You discover things you weren’t looking for, but are inspired by all the fun finds–the second you see it, you need it! We aspire to create that feeling with the breadth of the narrative-driven merchandise edit we are bringing to life with the launch of STORY at Macy’s across the country,” added Shechtman.

STORY began in 2010 in New York City, where it was operated as an independent small business for seven years and pioneered a retail as media business model that changed every eight weeks to open a new theme while engaging brands as sponsors for each themed STORY. Macy’s acquired STORY in 2018.

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