Macy's Heralds 'Reinvented' Home
Cecile Corral -- Home Textiles Today, November 1, 2004
Aventura, Fla. — Macy's Home rolled outits "reinvent" program here last week, shifting its merchandising approach from classification to lifestyle.
The store's reinvention effort centered on presentation, as sleek mahogany and metal fixtures were custom made to carry a cross-merchandised selection of products.
"We are presenting product as you would in your home to give the customers that feeling of home," Candy Martin, Macy's Home senior vice president, regional director of stores, told HTT.
"We've made it easier for the customer to mix and match products. We're not making it about the brands or classifications of product, but the end-use, the lifestyle. Everything here is geared toward lifestyle and merchandised by color first," she said.
Replacing crowded storage bins and untidy utility racks are these new fixtures, which are designed to look more like furniture pieces that efficiently yet decoratively display vignettes of a broad array of products.
Decorative items, including glass and ceramic vases, picture frames, wall art and scented candles, now share company with decorative pillows, throws, and neatly stacked sheet sets, blankets, towels and bath rugs — all assembled by color family.
The company custom built these fixtures around this new philosophy, with the shelves and cubby holes measured to accommodate each item, Martin said.
"The fixtures hold our capacity but in a logical way," she said. "They were built around the size of the pillows, the sheet packages, the blankets, the towels. Each cubicle is made differently."
Aside from a new look, the Aventura Burdines-Macy's unit features expanded product categories, said Mark Kennedy, assistant store manager, home.
In bedding, the company's top house brand, the Hotel Collection, has been given "prime real estate" on the floor, Kennedy said, "with many more looks" being offered.
In bath accessories, Croscill Home's presence has been increased by 40 percent. Juvenile bedding and novelty offerings have also grown to make room for more tween and teen transitional looks, with a new collection of Mogu micro-bead pillows and dolls occupying center stage.
In bath towels, placement for existing vendors has been expanded to allow for a larger spectrum of colors on the wall.
And the area rug department, located in the third floor with the furniture, carries 300 skus, displayed either on the floor in stacks or on the 150 arms. Design themes range from traditional to transitional to contemporary, and for the first time are presented and grouped by design. Shown for the first time this season is the new Andy Warhol collection by Sphinx/Oriental Weavers.
This year, Macy's plans on opening only two reinvent stores — the unit here, representing the largest, and a smaller version in Rancho Cucamonga, Calif., which opened simultaneously. Martin said parent company Federated Department Stores is currently exploring when and where else to continue rolling out the program.
"Federated is looking to reinvent our presentation in our home stores. This was our first opportunity," she explained. "We'll learn from this (store's results) and roll out to other stores in the future."
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