Macy’s to Add 37 Backstage Shop-in-Shops in Q2, Including Chicago and NYC Flagships

Demonstrating a high level of confidence in its “off-price and on-trend” Backstage concept, Macy’s will add 37 of the shop-in-shops across the country this spring. The retailer will kick off the expansion with its State Street Chicago flagship store on April 9, 2022 and add the retailer’s iconic New York City Herald Square store in May.

Macy’s currently operates Backstage shops in nearly 300 stores nationwide, as well as two freestanding Backstage stores in Dallas and three Market by Macy’s sites in Dallas and Atlanta. The shops range from 11,000 to 16,000 square feet and offer a constantly changing assortment of fashion apparel for men, women and children as well as toys, housewares, beauty products, designer handbags, activewear and gifts for pets. Backstage shoppers can earn and redeem Star Rewards loyalty points and use their Macy’s credit card at all locations.

“Macy’ Backstage inspires customers to express their personal style through its offerings of quality merchandise and brands at great prices, which is why we look forward to bringing Macy’s Backstage into more of our local communities,” said Michael Hersh, VP of Off-Price at Macy’s in a statement.

The retailer’s enthusiasm for the Backstage concept has been evident since at least April 2021, when CEO Jeff Gennette said sales in these spaces had outperformed the rest of the store. At that time Macy’s said it was aiming for a total of 270 Backstage shop-in-shops, and with these new expansion plans the retailer will have exceeded that goal.


Off-price retail in general has been demonstrating strong performance: earlier in March 2022, Dollar General announced it would be creating 10,000 net new jobs to service its growing fleet of stores. Dollar General competitor Dollar Tree also has been having a growth spurt, adding a partnership with Instacart in November 2021 that created a 13,000-store delivery footprint (including the Dollar Tree subsidiary Family Dollar).

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