The brand has begun opening new Backstage locations, with plans to open 45 shops within Macy’s stores in 10 states.
Alongside these shop-in-shops, the brand is also intending to open more stand-alone Backstage locations according to Macy’s Chief Executive Officer Jeff Gennette. The Backstage concept was launched in 2015 and is a shopping experience that caters exclusively to bargain hunters. The concept was launched as retailers in the segment consistently took market share from department stores.
Gennette commented: “It was one of the major successes for us all the way — before the pandemic, through the pandemic and now post-pandemic,” he said. “So when you look at Backstage, it’s performing exceptionally well. … Based on that we’re adding more than we initially anticipated. We’re adding 45 new store within stores in 2021. We’re also now going back to adding freestanding Backstage stores that we started back in 2015.”
