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Mettler made new chief at Macy's West

Robert Mettler has been promoted to chairman and ceo of the Macy's West division of Federated Department Stores.

Mettler has been president and coo of the division since January 2000 and succeeds Jeremiah Sullivan, who is retiring. Succeeding Mettler is Michael Osborn, president and coo of Federated's Miami-based division, Burdines.

Mettler, who joined Macy's West from Sears, where he was president of merchandising, full line stores from 1993, earlier had served as head of May Co.'s Robinson's, based in Los Angeles. He spent much of his career with Allied Stores, beginning with the now-defunct Jordan Marsh in Boston.

Rudolph Borneo continues as vice chairman, director of stores for the 138-unit Macy's West.

"There will be no major changes," Mettler said. "I've been running the merchandising and marketing. And we will continue to have in place a focus on our customers and the environment and shopping experience we offer. We will continue to emphasize better price points and fashion-forward merchandise to give us differentiation. If a product doesn't stand up as new and differentiated, we don't want it. The mantra here is 'more new, more often.' And this has never been more important than now.

"In home textiles, as an example, our designer brands are more important — but we must distinguish Calvin from Donna from Ralph and so on on the selling floor," Mettler explained.

"But we also are putting emphasis on a younger customer and younger attitudes and sensibilities in products and design. And the best part is that it is working," Mettler reported.

Additionally, Federated announced that Dawn Robertson, who has been president of Federated Stores Direct since July 2000, resigned to accept a position with another major retailer outside the United States James Amann, in his role as executive vp of strategic initiatives, will assume responsibility for the Federated Direct division, which operates macys.com and Bloomingdale's By Mail, effective immediately.

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