Macy’s Backstage, Lids, Carhartt Expand Shop-in-Shop Partnerships

Carhartt at Tractor Supply

Macy’s Backstage, Lids and Carhartt all have announced expansions of shop-in-shop formats with parent and partner retailers. Macy’s plans to eventually add Backstage-branded spaces at 270 locations across the U.S.; Lids has partnered with DSW and The Shoe Company for in-store shops at locations in Canada; and Carhartt and Tractor Supply Company are expanding their successful shop-in-shop partnership.

Macy’s Backstage at Macy’s

Macy’s is planning to expand its off-price format, Backstage, with 45 shop-in-shops in stores across 10 states, CEO Jeff Gennette said during the J.P. Morgan Retail Round-Up conference April 14. The company hopes to eventually have 270 such shop-in-shops nationwide.

Gennette said that sales for existing Backstage spaces in Macy’s have outperformed the rest of the store. Expansion of the Backstage concept is part of the company’s “Polaris” transformation strategy, and Gennette also said at the conference that Macy’s plans to open more freestanding Backstage stores.

Lids x DSW and The Shoe Company

Sports retailer Lids is partnering with Designer Brands to bring licensed sports product to DSW and The Shoe Company stores in Canada. Under the deal, Lids — which currently has 130 standalone storefronts throughout Canada — will have shop-in-shop concept stores in 45 Canadian locations of DSW and The Shoe Company.


Product will primarily include licensed headwear and jerseys, with an emphasis on gear representing top Canadian sports teams. The new partnership also encompasses ecommerce, with Lids product set to be available on each store’s respective website beginning May 15.

“We believe that Lids’ merchandise provides great synergies with our growing athletics assortments while allowing us to tap into a younger customer demographic,” said Mary Turner, President of Designer Brands Operations in Canada for Lids in a statement.  

Carhartt x Tractor Supply

Rural lifestyle retailer Tractor Supply Company plans to expand its Carhartt offering by adding several thousand additional square feet of branded in-store shopping space. The shop-in-shop concept, which is currently in 10 stores, will roll out to more than 100 Tractor Supply stores in 2021, with an additional 25 stores to be added next year.

The Carhartt shop-in-shops will feature an expanded merchandise selection that will include clothing for women, kids, big and tall and plus sizes, most of which are not currently available in Tractor Supply stores. The partnership also will operate online with an expanded assortment of Carhartt products, including more sizes and colors, at

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