The first new Toys R Us shops opened in late July, and Macy's told Axios all shops will be open for Saturday.locations that will range from 1,000 to 10,000 square feet at flagship locations. 23.ĭetails: The department store chain announced in July that it was adding small toy shops to all of its U.S. Target, Walmart and Amazon have already rolled out early toy deals and extended holiday return windows.ĭriving the news: Macy's is holding nine days of activities to mark the grand openings at all stores with events starting Saturday and continuing through Oct.The big picture: The opening of the new Toys R Us stores escalates the holiday toy wars and gives parents another option for in-store shopping. Why it matters: The holiday shopping season got off to an early start as consumers stung by high inflation attempt to stretch their budgets by spreading out purchases. “That’s so floor space isn’t just about selling,” says Newton.Toys R Us is officially back with hundreds of small toy shops now open in Macy's stores nationwide. Macy’s installed an event space prominently at the front of the store to hold daily “master classes” by one of the brands. And working with vendors like Chanel and Estée Lauder Cos’ (EL) Clinique, Macy’s is making the counters more interactive so customer and seller can sit together rather with more access to product rather than be separated by a physical barrier. The company has decided to focus on its 150 best stores, which includes the Easton, Ohio, store in its 800-location fleet for enhancements, an approach it calls its “Top Door” strategy.įor instance, the cosmetics department at Easton is getting a complete makeover with new fixtures and counters and the addition of a Bluemercury shop, the cool beauty retailer Macy’s bought last year that also offers salon services like microdermabrasion, brow tinting, facials and waxing. Macy’s executives have acknowledged that stores have to be more exciting and inviting to give shoppers a reason to come in rather than go online. What’s more, Macy’s is under enormous pressure from activist shareholders to fix its business, with shares down more than half off a 52-week high. The latest slump prompted Macy’s to lower its 2016 sales and profit forecast because of what it called “the uncertain direction of consumer spending.” Macy’s, which also owns Bloomingdale’s, last month reported that first-quarter comparable sales fell a much worse-than-expected 5.6%, the fifth straight such decline. “It’s really about letting the customer experience the products,” Kathi Newton, vice-president and the store manager, told Fortune to explain the philosophy behind the changes.īut it’s also about giving Macy’s, the largest department store chain, a new lease on life at a time customers are radically shifting how they shop, buying more and more frequently online at (AMZN) and at discount fashion retailers like TJX Cos’ (TJX) T.J. The store, whose work will be done by June 25th, is serving as a prototype for how a lot of Macy’s stores will look in the future. The Macy’s department store is wrapping up a major renovation, including new areas where it will give master classes to demonstrate beauty products, larger spaces to allow mannequins to display the latest trends, and an overhauled area for selling athletic wear and wellness products.
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