Macy’s Acquires Concept Retailer STORY in Efforts to Enhance Consumer Experience

In What's New, Industry News by Lauren Parker, Accessories Magazine


STORY partnered with “The Greatest Showman” movie for this year’s Home for the Holidays theme

Pop-Up queen and über-creative curator Rachel Schechtman has led the charge with experiential and storytelling retail with STORY, her Manhattan-based themed concept store that completely reinvents itself every 4 to 8 weeks. Department store Macy’s took notice, and in efforts to enhance its in-store experience, Macy’s has acquired STORY, offering the concept boutique a whole new format and platform.

Rachel Shechtman, Founder of STORY

Shechtman, STORY’s founder and chief executive officer, will join Macy’s as brand experience officer, founder of STORY, reporting directly to Hal Lawton, Macy’s president.

But fear not, STORY lovers! The Chelsea location will continue to operate as usual, while Rachel assumes her role at Macy’s, Inc. STORY’s chief operating officer, Jenny Shechtman, will assume the role of vice president, operations at STORY under Macy’s, Inc.’s ownership.

“Rachel is a unique and innovative voice in retail, and we are thrilled to have the STORY team join the Macy’s family. Bringing Rachel’s perspective to the table will help create more enriched and engaging in-store experiences and brand activations,” said Jeff Gennette, chief executive officer and chairman of Macy’s, Inc. “We are committed to growth in 2018, and this is one important step along the way.”

Schechtman adds: “It’s exciting to have a national stage to leverage STORY’s learnings and relationships to create impact at scale. I’m energized by the opportunity to further build new customer experiences across the Macy’s portfolio, while also continuing to pursue new business models and brand partnerships.”

Large stores thinking like small stores is a growing trend. Just take a look at Nordstrom’s successful PopIn@Nordstrom, curated by Creative Director Olivia Kim. The pop-ins rotate themed pop-ups on a regular basis, creating a more nimble curation opportunity usually just available to smaller stores.

Macy’s has tiptoed into this arena with The Market @ Macy’s, and the STORY acquisition underscore’s the store’s commitment to growing these types of offerings.


STORY captured the Wellness trend with FRESH

Shechtman has more than 10 years of entrepreneurial and brand consulting experience. In 2003 she founded Cube Ventures, a retail and marketing consultancy whose clients included: Lincoln, TOMS, Kraft Foods, CFDA, GILT, GAP, and AOL. Rachel launched STORY in December 2011 and remains chief executive officer. In 2016 Rachel was named to the Board of Directors of the National Retail Federation, in 2017 the AAF induced Rachel into its Advertising Hall of Achievement, and in 2018 Rachel was named a Henry Crown fellow by the Aspen Institute.

Rachel will be receiving an ACE Award for Specialty Retailing from the Accessories Council on June 11th.

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