, which was first to report the news, that the new store will be focused on beauty but also have a wellness element to it. The beauty aspect of it will be more "apothecary-based," WWD wrote, stocking a mix of well-known and up and coming brands.
Shechtman is the founder of the New York-based concept store Story, which was acquired by Macy's in 2018. Since it acquired the company two years ago, Macy's has beenStory shop-in-shops in its stores. These micro shops feature a selection of products that are based on different themes and are regularly rotated. The idea is that these Instagrammable shops should boost store traffic and give customers more reasons to visit Macy's.
The team "is passionate about finding new ways for the Macy's brand to show up to the consumer, our vendors, and our colleagues. We live to challenge the status quo, change minds, and deliver growth as a result. This new team is reimagining the customer experience in Macy's stores to further engage our existing customers and acquire entirely new ones," it said.
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