Macy’s Accelerates Backstage Off-price: Where It’s Headed

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Macy's was a Johnny-come-lately to the off-price sector but is catching up by rolling out Backstage across the country.

Macy’s last year added Backstage to 45 full-line stores, and with the 37 more this year, there willbe about 300 Backstage in-store departments. There are also six freestanding Backstage stores, and a few more are expected to open this year.

Backstage is part of Macy’s efforts to diversify its brick-and-mortar portfolio, from being mall-based with large department stores, to also having a significant off-mall presence by layering in smaller, specialized formats such as Market by Macy’s, Bloomingdale’s The Outlet, and Bloomies — all of which are part of the Macys Inc. portfolio.

Market by Macy’s, currently with three units in Texas, and two in Atlanta, will also expand to additional markets. The specialty format has branded and private-label fashion, products from local designers and direct-to-consumer brands, food, an apothecary, plants, home items and a café.“Macy’s continues to shift its store fleet to meet the needs of changing consumer behaviors and plans to open additional off-mall locations throughout 2022,” the company said in a statement Tuesday.

Last September, Macy’s Inc. chairman and chief executive officer Jeff Gennette said that the average price of an item at Backstage is $13 to $14, whereas at Macy’s full-line department stores, the average is $35 to $36. At the Bloomingdale’s division, the average price is just under $100.

 

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