Macy’s has wasted little time in making use of its 2018 acquisition of Story, a quirky retail concept that since 2011, in New York City’s Chelsea neighborhood, has partnered with retailers and brands big and small.
In what Story founder Rachel Shechtman devised as a magazine-like monthly rotation of merchandise based on a theme, the boutique created an enticing atmosphere by treating the store as a medium for discovery. If that sounds just like what a department store like Macy’s needs, Macy’s apparently thought so too, and bought the business last year, bringing on Shechtman as its “brand experience officer.”
