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Macy’s Acquires Story

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Macy’s, Inc. has announced its acquisition of New York City’s Story concept store. In the past, Story has conducted unique partnerships with brands sucy as Coty.

Additionally, Story founder and CEO Rachel Shechtman will join Macy’s as brand experience officer; in her new role, she will focus on enhancing the in-store customer experience.

Story describes itself as the “point of view of a magazine; changes like a gallery; sells things like a store.” It changes everything—from its design and theme to its merchandise—every four to eight weeks, often in partnership or collaboration with brands. It will continue to operate as usual; additionally, Story COO Jenny Shechtman will take on the role of vice president, operations at Story.

Related: Special Report: The State of Beauty, 2018

“Rachel is a unique and innovative voice in retail, and we are thrilled to have the Story team join the Macy’s family. Bringing Rachel’s perspective to the table will help create more enriched and engaging in-store experiences and brand activations,” said Jeff Gennette, chief executive officer and chairman of Macy’s, Inc. “We are committed to growth in 2018, and this is one important step along the way.”

Added Rachel Shechtman: “It’s exciting to have a national stage to leverage Story’s learnings and relationships to create impact at scale. 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.”