Macy’s has acquired Story, a New York-based cohesive storytelling retail model that takes the point of view of a magazine, changes like a gallery and sells things like a store. Additionally, Rachel Shechtman, Story’s founder and CEO, will join Macy’s as brand experience officer, reporting directly to Hal Lawton, president of Macy’s. Shechtman will focus on ways to enhance the in-store customer experience with the Macy’s brand and Story will have the opportunity to come to life in a new format.
“Rachel is a unique and innovative voice in retail, and we are thrilled to have the Story team join the Macy’s family,” states Jeff Gennette, CEO and chairman of Macy’s. “Bringing Rachel’s perspective to the table will help create more enriched and engaging in-store experiences and brand activations. We are committed to growth in 2018, and this is one important step along the way.”
“It’s exciting to have a national stage to leverage Story’s learnings and relationships to create impact at scale,” says Shechtman. “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.”
Story will operate as usual, continuing to rotate new themes at its Chelsea location in Manhattan. Story’s chief operating officer, Jenny Shechtman, will assume the role of vice president, operations at Story under Macy’s, Inc.’s ownership.