Macy's Launches Story, an Instagram-Friendly Retail Concept, in 36 Locations

The theme and layout changes every few months

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Macy’s unveiled Story today, a new type of store format in 36 retail locations, spread out over 15 states.

The roll out comes about a year after Macy’s acquired Story, a retail concept that focuses on a particular theme and changes up the products and layout every few months. Staying true to its roots, this first iteration of Story is dubbed “Color Story,” and runs from now through May 26. The following month, a new theme rolls out.

“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, chairman and CEO of Macy’s in a statement.

Each Story concept takes up about 1,500 square feet in Macy’s stores, except for the flagship location in Herald Square, New York, which is using more than 7,500 square feet...



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