A year after buying startup Story, Macy’s is bringing the retail concept to life in 36 stores in 15 states including its Manhattan flagship.

The concept, which curates merchandise around a theme and rotates every four to six weeks, comes at a time when department stores like Macy’s are trying to rethink how to better excite shoppers who are increasingly going online.

Many stores and malls are now experimenting with rotating merchandise that hopefully will keep shoppers coming back.

Visitors to Story walk through the shop now located at Macy's, Wednesday, April 10, 2019, in New York. (AP Photo/Mark Lennihan)
Visitors to Story walk through the shop now located at Macy’s, Wednesday, April 10, 2019, in New York. (AP Photo/Mark Lennihan)

Macy’s first Story, called Color, opened Wednesday and is anchored by three big brands: MAC Cosmetics, crayon maker Crayola and jeans giant Levi Strauss & Co. But the shop, awash in bright colors, features items from roughly 70 small businesses like brightly-colored-T-shirts, books, colorful dishes, candles and candy.

The typical Story shop carries about 400 items with an average price of about $20. Most of the items are impulse buys that shoppers don’t need like a pizza cutter shaped like a bike or unicorn-themed socks. The Manhattan Story is about 7,500 square feet, while the other stores average about 1,500 square feet.

But Macy’s is also playing up the experience. Macy’s plans events including beauty classes and workshops that teach customers how to design custom patches for their denim jackets. At 30 Story concept shops, shoppers can create their own makeup palettes at MAC stations.

Yoli Ho poses for photos at the entrance to Story on its opening day at Macy's, Wednesday, April 10, 2019, in New York. (AP Photo/Mark Lennihan)
Yoli Ho poses for photos at the entrance to Story on its opening day at Macy’s, Wednesday, April 10, 2019, in New York. (AP Photo/Mark Lennihan)

Industry watchers are closely watching Macy’s partnership with Story, which was founded by Rachel Shechtman. Shechtman has nearly 300 employees now dedicated to the Story concept and is working on other projects that will help bring more innovation to Macy’s.

In an interview with The Associated Press Wednesday, Macy’s CEO Jeff Gennette said he hopes the Story concept will get existing customers to shop more frequently, while also attracting younger customers. But Gennette says that having Shechtman, who joined Macy’s in the new role of brand experience officer, is helping Macy’s think outside the box.

“This is not going to change the trajectory of Macy’s, but it does change how we are perceived,” Gennette said. “It’s helping us rethink how we can go much faster and more at the speed of the customer.”

Rachel Shechtman, left, founder of Story, and Macy's CEO Jeff Gennette give a presentation on Story's opening day at Macy's, Wednesday, April 10, 2019, in New York. (AP Photo/Mark Lennihan)
Rachel Shechtman, left, founder of Story, and Macy’s CEO Jeff Gennette give a presentation on Story’s opening day at Macy’s, Wednesday, April 10, 2019, in New York. (AP Photo/Mark Lennihan)

Gennette declined to estimate sales for Story concept, but he believes it can be just as successful as Shechtman’s store in lower Manhattan, which is closing with the opening of the Herald Square shop.

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A waiter delivers a tray of drinks at the opening day of Story, Wednesday, April 10, 2019, at Macy's in New York. (AP Photo/Mark Lennihan)
A waiter delivers a tray of drinks at the opening day of Story, Wednesday, April 10, 2019, at Macy’s in New York. (AP Photo/Mark Lennihan)
Picture frames and nail polish are some of the items displayed at the opening day of Story, Wednesday, April 10, 2019, at Macy's in New York. (AP Photo/Mark Lennihan)
Picture frames and nail polish are some of the items displayed at the opening day of Story, Wednesday, April 10, 2019, at Macy’s in New York. (AP Photo/Mark Lennihan)
Adam Greenspan, founder and Chief Illumination Officer of LiteZilla, prepares his company's interactive wall in Story, Wednesday, April 10, 2019, at Macy's in New York. (AP Photo/Mark Lennihan)
Adam Greenspan, founder and Chief Illumination Officer of LiteZilla, prepares his company’s interactive wall in Story, Wednesday, April 10, 2019, at Macy’s in New York. (AP Photo/Mark Lennihan)
People browse at the opening day of Story, Wednesday, April 10, 2019, at Macy's in New York. Story, which curates merchandise around a theme and rotates every four to six weeks, comes at a time when department stores are trying to rethink how to better excite shoppers who are increasingly going online. (AP Photo/Mark Lennihan)
People browse at the opening day of Story, Wednesday, April 10, 2019, at Macy’s in New York. Story, which curates merchandise around a theme and rotates every four to six weeks, comes at a time when department stores are trying to rethink how to better excite shoppers who are increasingly going online. (AP Photo/Mark Lennihan)
People browse at the opening day of Story, Wednesday, April 10, 2019, at Macy's in New York. Industry watchers are closely watching Macy's partnership with Story. (AP Photo/Mark Lennihan)
People browse at the opening day of Story, Wednesday, April 10, 2019, at Macy’s in New York. Industry watchers are closely watching Macy’s partnership with Story. (AP Photo/Mark Lennihan)
Rachel Shechtman, left, founder of Story, and Macy's CEO Jeff Gennette embrace after giving a presentation on Story's opening day at Macy's, Wednesday, April 10, 2019, in New York. (AP Photo/Mark Lennihan)
Rachel Shechtman, left, founder of Story, and Macy’s CEO Jeff Gennette embrace after giving a presentation on Story’s opening day at Macy’s, Wednesday, April 10, 2019, in New York. (AP Photo/Mark Lennihan)

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