You’ve heard of pop-up shops, but never like this. This month, Macy’s is launching a new pilot called The Market @ Macy’s – a collaboration opportunity that will welcome new brands to 10 of our stores for a limited time.
The Market @ Macy’s is a unique new model that offers brands an opportunity to boost their exposure right on the main floor of our stores. For the first time, Macy’s is offering brands our “retail as a service” – with simplicity, flexibility, and a flat fee that enables brands to keep 100 percent of sales.
Our “retail as a service” model has empowered brands with a flexible, turnkey approach to retail. We’re guaranteeing the operational excellence only Macy’s can provide to our partners, including full set-up and break-down services and staffing the space with Macy’s Associates who are fully trained on the brand. Brands entering The Market will also be able to use our point of sale system to help customers get the best discounts. In addition to having access to key sales information, each of our 10 pilot locations will be equipped with cameras that capture customer demographic data, engagement, and conversion rates in real-time – even examining foot traffic or how often a product is picked up and put back down.
Parinda Muley, VP, business development, told us that when the team first conceptualized The Market, it believed the opportunity would resonate most immediately with small, digital-only commerce brands that didn’t have access to physical space. It was only when the team started reaching out that it realized the potential from a wider variety of brands. Muley says that “from entertainment studios who are looking to storytell around a new movie to brands who see Macy’s as the perfect location to launch a service, we are excited for all the brands joining us, and have tons of newness coming all season long.”
The Market’s best-in-class service attracts brands of varying size and across many industries. Each brand has an entirely different approach to The Market, including some looking to test a new market or new line. Household names like Sony are using the space to create excitement around the Peter Rabbit movie, and designer Catherine Malandrino will be spreading the word about her handbag line. It also works for new, niche brands – think Shark Tank success stories such as Lovepop and PiperWai, or RESA, which will offer custom 3D-printed insoles.
More than 35 brands are signed up for the pilot, which began on Feb. 4 in 10 stores across the nation – from the Twelve Oaks door in Detroit, to the North Star Mall location in San Antonio.
See below for a complete list of February’s brands and their locations!