What's the story of STORY at Macy's?
Once upon a time...
Our founder, Rachel Shechtman believed that shopping could be about more than just buying things – so she wanted to create a different type of store where for example, you could take a yoga class and discover the best water bottle from a small business in Brooklyn. We called it STORY, and unlike most stores, we changed every couple months to bring to life a new editorial theme. One month we were obsessed with all things Color and the next, we completely changed our merchandise, design and events programming to tell a Love STORY. Some other examples of past stories include Remember When, Wellness, and Home for the Holidays. Over the span of seven years, STORY changed over 40 times, worked with over 5000 different small businesses, hosted more than 500 events from book panels to trunkshow by Iris Apfel, and laughed more times than anyone can count. Our neighbors at Macy’s saw an opportunity to take what we had created inside one store and take it to the rest of America – and in April 2018, STORY officially joined the Macy’s family. Our address is cha-cha-changing to 36 Macy’s stores across the country, but our community-centered mission and ever-changing DNA is very much the same. We’ll be hosting all kinds of classes curating our favorite products, and bringing our enthusiasm to New Jersey, San Francisco, and everywhere in between. Stay tuned for what’s in-store inside STORY at Macy’s, a store to explore.
Our Special Sauce!
What’s STORY at Macy’s all about? Glad you asked! We’re a store to explore, an ever-changing retail concept that brings a new theme to life every couple of months, through a mix of new products and events for all ages. Think: kids crafting sessions, mixology class, makeup tutorials, and meet and greets with your favorite author. We’re also the best spot to explore fun, tasty, colorful, playful, surprising, gifts for everyone – including Y-O-U. We’re open in 36 different Macy’s stores across the country (click here to find one near you.) Stay tuned for what’s in-store inside STORY at Macy’s a store to explore.
What makes STORY at Macy’s different?
We’re very big on supporting small businesses. Over the past seven years, we’ve worked with over 5,000 small businesses to introduce their products and point of view to our community. We’re obsessed with great stories and we believe that entrepreneurs have so much to tell us all, whether through a fun clutch from Julie Mollo to chocolate from Compartes or from craft bitters from Hella Cocktail Co. to great candles from Rosy Rings. As part of the Macy’s family, we’re excited to introduce you to the small businesses who have inspired us – what are you waiting for, let’s go explore!
We’re all about collaboration.
Over the years we have partnered with a range of diverse partners who are subject matter experts who share what they know in the context of a specific narrative, whether through amazing products, exclusive collaborations, or in-store events. Past partners have ranged from American Express OPEN to Cigna, from Coty to Nickelodeon, from HP to GE. For our debut of Color STORY at Macy’s we’re partnering with Crayola, Levis Kids and MAC Cosmetics to bring a myriad of engaging events and dynamic merchandise to life. Each time we change, we’ll invite a new partner to join us inside STORY at Macy’s.