Good things, smaller packages
March 7, 2014,
Six months after a grand reopening, a new Macy’s is anchoring a planned $80 million renovation of the Westfield Mall in Bayshore, N.Y. The retailer razed a store originally built in 1963 boasting 318,000 square feet, and re-launched a smaller 200,000 square foot store with a more upscale feel to match the mall’s new vibe.
Lord & Taylor, JCPenney and Sears round out the anchors. Up market specialty stores, including Michael Kors and jewelry maker Pandora, are now Macy’s newer neighbors.
Martha Stewart still welcomes visitors at the home store entrance and generous signage shows off the brand’s towel wall and bedding. More than 17 bed displays feature favored designers such as Tommy Hilfiger, brands such as Croscill and in-store labels such as Hotel Collection and Bar III.
The Bar III brand seems to have more visual impact than in the past, with a vignette that included a few display beds and a range of accessories including bright pillows and robes. The brand, which according to the retailer “speaks to a young, style-savvy and technologically-sophisticated customer,” is obviously part of its millennial strategy to capture 13 to 30 year olds.
One question going forward: Will the look of soft home here and in other stores change for suppliers working with Macy’s? In announcing various cost-cutting measure this past January, the retailer said it would “eliminate the district planner role for soft home categories.” According to Macy’s, going forward, the responsibility for soft home planning will shift to the regional and national levels.
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