Macy’s To Close Almost Half The Story Shops It Set Up Last Year

Macy’s Inc. is scaling down Story, the experiential shop within-a-shop it introduced to significant fanfare less than a year ago. The department-store chain will close almost half of the 36 Story locations it set up in Macy’s stores in 2019, according to a statement. The company will retain 20 of the shops including at its Herald Square flagship in New York and will give a further update to its strategy for the retail concept in April, it said. “The goal was to spend the first year understanding customers and the new brand so that we could learn, iterate and innovate,” the company said in a statement. “We have learned a great deal about what our customers are looking for from an in-store experience, and Story will remain an important part of Macy’s gifting strategy.” Read more at Bloomberg.