Macy’s Plans Pop-Ups To Amplify Discovery
Macy’s has developed a new pop-up concept, dubbed “The Market @ Macy’s,” set to launch next week in 10 cities, including the New York Herald Square flagship, and Boston, Detroit, Pittsburgh, PA, Ft. Lauderdale, FL, San Antonia, TX, Seattle, San Francisco, Las Vegas and Los Angeles, according to Macy’s. The concept will eventually be in 49 out of the 50 major U.S. markets. Macy’s is pitching the concept as a “turnkey solution” to brands looking to break into brick and mortar retail, according to company materials. Unlike traditional concessions, Macy’s staff will run the pop-ups. Brands pay a fixed fee but pocket all sales, and Macy’s will evaluate sales and traffic, Macy’s says. Duration is flexible, though a one-month minimum commitment is required. The concept resembles New York City’s Story — which has hosted Target and Jet in recent years in what the company calls a magazine-like sequence of retail experiences — as well as Chicago’s Pop Box. Mall developers GGP (whose “In Real Life” store showcases online brands in Chicago’s Water Tower Place) and Simon Property Group (whose “The Edit” does the same at the Roosevelt Field mall on Long Island), similarly aim to foster discovery. Read more at Retail Dive.
