For the upcoming Halloween season, Grandin Road, an online retailer owned by HSNi, is teaming up with Macy’s on a promotion and pop up shop.
In collaboration with Macy’s Herald Square store in New York City, Grandin Road will operate a 1,400 square foot Halloween At Macy’s Herald Square pop-up. It will be Macy’s first Halloween concept shop and feature programming and events to promote the Halloween experience at the store. Macy’s Herald Square customers will find the Grandin Road pop-up shop upon entering the department store’s 7th Avenue entrance beginning in early September.
Macy’s will promote the shop by dedicating two outside retail windows to its presence. Inside, the shop will entice customers with four vignettes displays dubbed: Frightfully Fun, Bewitching, Halloween Glam and Macabre and Mystical.
The pop-up promotion is a natural step in Grandin Road’s strategy to expand the consumer experience beyond the catalog and website. Grandin Road noted that its Halloween operation has become steadily more successful for over a decade, adding that the brand’s aspirational designs strike a chord with a growing consumer market that is looking for more specialty-type items. The Grandin Road website already is promoting the holiday, offering a range of Halloween decor and a three-question quiz dedicated to finding a consumer’s Halloween style.
“Our customers love this time of year at Grandin Road,” said Jennifer Reeves, the retailer’s svp/brand marketing. “And we are looking forward to collaborating with Macy’s to bring the full brand experience to life. The invitation, with a wink, to customers is: Enter if you dare.”