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Market by Macy’s, Macy’s New Store Format, Celebrates Its National Debut


Focused on discovery, community and convenience, Market by Macy’s features the best of Macy’s assortment mixed with local brands, community events and an engaging store environment. The new store introduces two new concepts: Herald—an in-store café and event space and Getchell’s Apothecary—an exclusive beauty shop focused on skincare.

A New Immersive Shopping Experience

In February 2020, Macy’s celebrated the launch of its innovative and smaller format retail store, Market by Macy’s, at Southlake Town Square, a lifestyle shopping center in Southlake, Texas.

Brought to life by Macy’s brand experience team and designed by architecture firm FRCH NELSON, Market by Macy’s is more than a retail shopping space as it provides a social gathering place for an enhanced customer experience.

We believe that retail should tell a story and customers should find the joy in shopping. Market by Macy’s is a community-driven destination where the Dallas-Fort Worth customer can shop, eat, drink, learn, relax, catch up with friends and so much more. Market by Macy’s is a gathering place for all that’s good and where brands you love meet fresh faces and local friends.
—Rachel Shechtman, Macy’s brand experience officer

To meet the needs of changing consumer behaviors, Macy’s created a 20,000-square-foot immersive shopping experience that celebrates discovery, community and convenience by offering distinctive products curated with an editorial approach. Market by Macy’s leverages the best of Macy’s fashion assortment and injects newness with local designers and direct-to-consumer brands.

Market by Macy’s demonstrates Macy’s commitment to evolve and innovate retail with more experience-based concepts to drive customer engagement. Market by Macy’s will play an important role in our off-mall expansion. Our vision for Macy’s is to build an ecosystem that gives our customers easier and more convenient access to the fullness of the Macy’s brand, from online to offline, on-mall to off-mall, flagship to off-price.
—Jeff Gennette, chairman and chief executive officer of Macy’s, Inc.

Exclusive New Concepts: A Café and An Apothecary

Customers can gather in good company at Herald, Market by Macy’s café serving breakfast, lunch and snacks daily along with craft cocktails, beer and wine. Designed by Dallas-based SWOON, the studio, Herald offers an area favorite, Oak Cliff Coffee, and a menu crafted in partnership with local food writer and consultant, Leslie Brenner.

The food is presented and served on merchandise like Macy’s Hotel Collection that is available for purchase within the café. Exclusive home favorites like Martha Stewart Collection copper bakeware and fun, handmade items like Katie Kimmel’s ceramics accent various areas of Herald.

Within the beauty category, Market by Macy’s introduces a 1,000-square-foot exclusive beauty shop, Getchell’s Apothecary. Getchell’s pays homage to the first female executive in retail, Margaret Getchell, who worked at Macy’s in 1860. With a focus on skincare, Getchell’s beauty concept is ‘tried and true mixed with what’s new.’

The assortment features cult classics like Vintner’s Daughter serums alongside newcomer natural color brand Vapour Beauty. The shop offers more than 80 beauty brands organized by the needs they address. Getchell’s expansive wood exterior serves as a design nod to Macy’s rich history while its forward-looking bright tiled beauty lab interior evokes the future.

Market @ Macy’s Merchandise

Market by Macy’s merchandise assortment includes a curated selection of the best of Macy’s fashion offerings mixed with new items from specialty designers and local Texas brands in categories that include men, women, kids, home and giftables.

We’re taking a community-centric approach to the merchandising, representing the unique nature of each community and the white space of the shopping environment surrounding Market by Macy’s. We have worked with more than 50 local partners on merchandise or event programming.
—Rachel Shechtman, Macy’s brand experience officer

The store presents a holistic editorial-approach led by Christina Geyer, former PaperCity Dallas editor-in-chief. Geyer has developed a local voice and manages the retail media experience through content creation and event programming.

A Curated Mix of Large Legacy Brands and Small Local Brands

Approximately 70 percent of the assortment featured at Market by Macy’s is a curated edit of brands and items available at full-line Macy’s stores, including Polo Ralph Lauren, Levi’s, and Tommy Hilfiger. Market by Macy’s creates an opportunity for these existing Macy’s brand partners to work with Macy’s in new ways as they are paired alongside smaller and local brands. In addition, Market by Macy’s will add new brands to its portfolio from key partners such as Polo Golf and Levi’s Vintage and Made & Crafted.

The store highlights Macy’s owned brands such as INC International Concepts, Alfani, Hotel Collection, The Cellar and others in new ways for customers to discover these exclusive collections.

The remaining assortment features specialty brands new to the Macy’s brand portfolio such as Billy Reid, Rebecca Minkoff and Tucker, as well as direct-to-consumer brand Bombas and Greendigs, a soon-to-launch online brand with a mission to make the spaces in your life better with plants. The interactive kids experience area offers a large variety of Rockets of Awesome for boys and girls. The assortment is rounded out with local favorites like Austin-based Texas Standard, B. Stellar Jewelry from Dallas, Criquet, Fitish and more. A variety of furniture offerings are available for sale throughout the store and café.

In-Store Events at Market by Macy’s

Market by Macy’s offers event spaces to accommodate a range of community-driven programming from cooking tutorials and book signings to crafting and fitness classes. Shoppers will discover more than 20 new events and experiences each month.

For a complete list of upcoming in-store events and happenings, and to RSVP, visit

Buying Online

Shoppers will have the option to buy online (at and ship to store. Returns can be made conveniently at Market by Macy’s “Happy to Help You” desk.

For more information, visit and follow along on social at @marketbymacys. Additional Market by Macy’s locations will roll out in 2020 in Fort Worth, TX, Atlanta, GA and Washington, DC.