Macy’s has launched a second new private label line as part of its ongoing reinvention of its in-house brand strategy aimed at making its offerings more customer centric. Developed following a large consumer survey and in-store fit clinics, the new State of Day loungewear brand is designed to help women “feel more comfortable and relaxed at home.”
The first State of Day collection, which includes more than 165 pieces with prices ranging from $8.50 to $79.50 and sizes ranging from XS to XXL and up to 4X for sleepwear, is now available at Macy’s stores nationwide and online. The assortment consists of pajama sets and separates, bras and bralettes, underwear, restwear, nightgowns and sleepshirts, all designed in soft, comfortable fabrics that are easy to clean.
“This new restwear, sleepwear and innerwear collection is designed to provide comfort, versatility and style for the modern woman,” said Emily Erusha-Hilleque, SVP of Private Brands for Macy’s in a statement. “State of Day is a testament to our commitment to deliver exceptional quality, style and value with our in-house brands. We continue to build a relevant, design-led modernized portfolio, weaving customer insights with Macy’s rich heritage to meet our customers’ evolving preferences and lifestyles.”
In July 2023, Macy’s unveiled its first new private label brand, the On 34th line of womenswear staples. Reimagining its private brands is one of the five “growth vectors” that Macy’s has laid out as part of its ongoing transformation strategy. The company has said that it will launch a total of four new private label brands through 2025.