Macy's - A Shop-in-Shop Pioneer
Macy's has been a pioneer for all of its 160-year history. The "World's Largest Store" was the first to host a restaurant, the first to bring an in-store Santa, the first to offer fully immersive AR shopping, and more.
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They were also the first in the United States to embrace Shop-in-Shop retail. Embarking in 2010, they transformed their iconic New York City location with new luxury shops, they transformed and got explosive growth out of several key businesses, and brought new experiences, brands and excitement to their customers.
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Finally, they also pioneered the on-line Shop-in-Shop approach, launching the first ever digital Shop-in-Shops and leveraging this into a fully scaled approach to bringing more brands and products to their online customer.
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Here are some success stories:
FINISH LINE
FINISH LINE
The Finish Line partnership allowed Macy's to go from good to great in their sneaker business by accessing new brands and launches, investments in store with all new Shop-in-Shops, and a team of experts to help grow this busines.
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Finish Line accessed a new customer base, added nearly 40% of new revenue overnight and added hundreds of footprints in the best retail properties with a single lease.
GUCCI
GUCCI
Macy's Herald Square location is its largest and most iconic store. In 2010, they launched a new luxury wing at the 34th Street entrance, with Louis Vuitton, Gucci, Burberry and others leading the experience.
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Gucci was able to bring its iconic brand to tens of millions of customers and millions of international visitors who shop at Macy's every year. This shop-in-shop quickly became one of their largest stores in the world.
Food Service
Food Service
Macy's has a rich heritage in food service and has grown this through partnerships with some of the most iconic brands in food, including Starbucks, McDonald's, and Cheesecake Factory.
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These brands get access to premium real estate, built-in traffic and flexible lease terms that make their host a partner in the business.
SUNGLASS HUT
SUNGLASS HUT
The first national partnership for Macy's, but also the first on-line Shop-in-Shop in retail history. Sunglass Hut debuted a fully-branded and immersive digital shopping experience on macys.com in 2012. They brought their unparalleled brand access and sense of cool to over 1bn annual visitors.