This week, we announced that Macy’s has acquired STORY, a concept store in New York City. Rachel Shechtman, founder of STORY, joined Macy’s as brand experience officer on May 1, reporting directly to Hal Lawton, president.
STORY is a fresh retail model that takes the point of view of a magazine, changes like a gallery, and sells things like a store. Every four to eight weeks, the space reinvents itself – from the design of the store to the merchandise – with the goal of highlighting a new theme. STORY has a heightened focus on experience, engagement and brand partnerships, and we’re excited to see the unique ideas that Rachel and her team bring to life within Macy's stores.
Rachel is an innovative voice in retail. In her role, she will focus on ways to enhance the in-store customer experience with the Macy's brand and STORY will have the opportunity come to life in a new format. Bringing Rachel's perspective to the table will help us create more enriched and engaging in-store experiences and brand activations.
Please take a few minutes to watch the video below to hear directly from Rachel and learn more about STORY.