Executive Summary

Macy’s announced that it has acquired STORY, a New York City concept store that curates its product selections around a theme that changes every 4–8 weeks.

• STORY, founded in 2011, is a new retail model that focuses on experiences, engagement and collaboration/brand partnerships.
• Rachel Shechtman, STORY’s Founder and CEO, will join Macy’s as the company’s Brand Experience Officer, and will report directly to the President of Macy’s, Hal Lawton.
• Shechtman will focus on ways to enhance the in-store customer experience with the Macy’s brand and through a new store format.