As the cookware and bakeware categories of the housewares industry face new challenges at retail with the influx of Kickstarter and direct-to-consumer brands looking to make a dent in sales, Macy’s has developed and executed a strategy aimed at bringing the Millennial cookware and bakeware consumer back to the store.
Case in point: The retailer is ushering in a new era with its new launch of Goodful, a brand that was born on social media. This has emphasized the retailer’s desire to continue to usher in a younger generation of shoppers and bring in brands that align with that mission.
Macy’s is also stepping up its shop-within-a-shop experiences and concepts, not just for Goodful, but for a plethora of other brands. The department store is also is taking its cue from restaurants, museums and other public places by creating an “Instagrammable moment,” as well as offering plenty of activities and demonstrations for many of its brands.
Additionally, Macy’s has stayed loyal to mainstays like Rachael Ray and Martha Stewart, as well as national brands like Calphalon and Anolon, which continue to draw in Gen-Xers and Baby Boomers that have an affinity for those brands.
The department store has also continued to grow its product assortment— both in private label and with branded goods— into 2019, making it a one-stop shop for consumers looking to get all the pieces they need in one place, from non-stick cookware to specialty bakeware pieces.