Source, Philadelphia Business Journal, Natalie Kostelni
Fresh off of closing 11 stores earlier this year and 67 locations in 2017, Macy’s continues to reinvent itself and its brick-and-mortar presence. A big part of the revitalization plan is its Backstage concept.
It’s an outlet store-within-store where Macy’s sells items in a designated area at a discount. It opened such a store earlier this month at the Willow Grove Mall and is scheduled to open a 13,200-square-foot Backstage on the first level of its King of Prussia Mall location Aug. 18.
Macy’s is rolling out 100 of its Backstage concepts by year end, having introduced them as freestanding stores in seven markets in 2015 and 2016. It opened more than 40 store-within-store sites since then.
Products in the Backstage area are sold at a 20 percent to 80 percent discount off traditional department store prices. Items can range from brands that are or are not available at full-line stores and can range from purses, shoes and bathing suits to beach towels, sunscreen and headphones.
Macy’s Backstage is its answer to other department stores’ discount outlets such as Nordstrom Rack, Saks Off Fifth and Bloomingdale’s Outlet, as well as successful retailers such as TJ Maxx and Century 21, which have a loyal following of bargain hunters for fashionable and trendy apparel and other merchandise.