Macy’s Acquires STORY Concept Store in New York City

by Camren Skelton

New York — Macy’s Inc. has acquired STORY, a concept store in New York City.

Rachel Shechtman, STORY’s founder and CEO, will join Macy’s as brand experience officer. In her role, she will focus on ways to enhance the in-store customer experience with the Macy’s brand.

STORY is a storytelling retail model that takes the point of view of a magazine, changes like a gallery and sells things like a store. From the design to the merchandise, the space reinvents itself every four to eight weeks, with the goal of highlighting a new theme.

“Bringing Rachel’s perspective to the table will help create more enriched and engaging in-store experiences and brand activations,” says Jeff Gennette, CEO and chairman of Macy’s. “We are committed to growth in 2018, and this is one important step along the way.”

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

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