The Kenwood Macy’s store is one of 36 U.S. locations where the department store company brings a new story to customers.
STORY is a New York retail concept that Macy’s acquired last May, with the goal of incorporating its “narrative-driven” selling approach into its best-performing U.S. stores. It’s one of several company-wide initiatives that Macy’s has brought to Kenwood in recent years, including an expanded diamond offering and a Bluemercury cosmetics counter.
Launched in 2011 by brand consultant Rachel Schectman, STORY is a retail concept that changes its store design and merchandise every few months to give shoppers more of an experience. The concept debuted this week with “Color” as its inaugural theme. It offers “a rainbow of curated, giftable products,” including new offerings from Crayola, MAC Cosmetics and Levi’s Kid’s.
"The discovery-led, narrative experience of STORY gives new customers a fresh reason to visit our stores and gives the current Macy’s customer even more reason to come back again and again throughout the year," Macy's CEO Jeff Gennette said in a press release.
“The STORY at Macy’s experience feels a lot like a real life version of scrolling through Instagram,” said Schectman, Macy’s brand experience officer, in a press release. “You discover things you weren’t looking for, but are inspired by all the fun finds – the second you see it, you need it!”