Macy’s to become ‘America’s department store’
Federated to complete regional rebranding
Federated Department Stores is to rebrand all its US regional chains as Macy’s outlets.
The move completes a process started last year when the Macy’s name was added to Federated’s regional store groups around the US. By January 2005, the group will opeartes just its two best-known brands, Macy’s and Bloomingdale’s.
Terry Lundgren, Federated chairman, president and chief executive officer said: “This is a bold and exciting step toward fulfilling our vision of Macy’s as ‘America’s department store’.
“The evolution of the Macy’s brand is a significant development for our company and its competitive positioning in the retail sector. By focusing all of our efforts on Macy’s and Bloomingdale’s, two of the world’s best known and most formidable retail nameplates, we will be able to maximize the incredible potential inherent in both of these brands through distinctive, consistent and far-reaching marketing initiatives.”
The rebanding will affects regional department stores that currently operate as Burdines-Macy’s in Florida, Bon-Macy’s in the Pacific Northwest, Goldsmith’s-Macy’s in Tennessee, Lazarus-Macy’s in the Midwest, and Rich’s-Macy’s in the southeast. By January, there will be around 425 stores simply trading as Macy’s.
Federated plans a new national Macy’s customer loyalty program, as well an enhanced national Macy’s gift and bridal registry service.
Operating under a single Macy’s nameplate will also give the company increased ability to develop exclusive merchandising, and to expand its own label brands such as INC, Tasso Elba, the Hotel Collection, Alfani and Charter Club, said Lundgren.
