Macy’s Acquires Story Concept Store

Macy’s has acquired Story, a concept store based in New York City.

Story is a cohesive storytelling retail model that is said to take the point of view of a magazine, change like a gallery, and sell products like a store, the company noted. Every four to eight weeks, the space reinvents itself, from the design of the store to the merchandise, with the goal of highlighting a new theme. Story has a focus on experience, engagement and collaboration/brand partnerships.

Rachel Shechtman, Story’s founder and chief executive officer, will join Macy’s as brand experience officer, founder of Story, reporting directly to Hal Lawton, president of Macy’s. In her role, Shechtman will focus on ways to enhance the in-store customer experience with the Macy’s brand and Story will have the opportunity to come to life in a new format, the company said.

“Rachel is a unique and innovative voice in retail, and we are thrilled to have the Story team join the Macy’s family. Bringing Rachel’s perspective to the table will help create more enriched and engaging in-store experiences and brand activations,” said Jeff Gennette, chief executive officer and chairman of Macy’s. “We are committed to growth in 2018, and this is one important step along the way.”

The Story store location will operate as usual, continuing to rotate new themes at its Chelsea location in New York City. In addition, Story’s chief operating officer, Jenny Shechtman, will assume the role of vp/operations at Story under the Macy’s ownership.

“It’s exciting to have a national stage to leverage Story’s learnings and relationships to create impact at scale. I’m energized by the opportunity to further build new customer experiences across the Macy’s portfolio, while also continuing to pursue new business models and brand partnerships,” said Rachel Shechtman.