In buying Story, Macy’s isn’t just buying an interesting retail concept — it’s also acquiring an executive who can help propel its store experience initiatives, similarly to how Walmart bought an e-commerce innovator in Marc Lore through its acquisition of Jet.
Schechtman, who launched the retail consultancy Cube Ventures in 2003 and founded Story in 2011, has created one of the most innovative store concepts around. The Manhattan boutique, as a matter of routine, shakes up its merchandise and design every four to eight weeks to fit a particular theme.
