Flagship in New York Debuts Apple Shop
"This is one of the most sought after products," Terry Lundgren, the outgoing CEO of Macy told The Associated Press. "We really cater to women better than most retail stores do. I do think that we are going to end up creating a business that is more female friendly."
Beyond the Apple shop, Macy is also moving to highlight consumer tech at 180 stores. It rolling out dedicated areas before the holiday season that will include Apple watches but also Fitbits and other "smart" watches. The Herald Square store will have this section as well.
The Apple partnership comes as Macy is collaborating with other brands to create almost a mini mall. Macy and Luxottica Group have a partnership to open LensCrafters optical shops in as many as 500 stores over the next three years. That builds on its collaboration with the eyewear conglomerate Sunglass Hut brand that has led to Sunglass shops in nearly 700 Macy locations.
Macy once a stellar performer, is aiming to reverse six straight quarters of declines for a key sales measure. It said it plans to close 100 stores next year and boost its online investments. Like many department stores, Macy is wrestling with shoppers shift in spending to home improvement and technology, and away from clothing. As more shoppers move online, it also trying to create more excitement in the stores.
The partnership with Apple to open a shop, Lundgren said, is "something we worked on for years."
He expects the Apple area to be the most densely nike town staffed space. The area, near the nike t shirts main 34th Street entrance, has four light wood Apple tables displaying the products nike untouchable 2 similar to those at standalone Apple stores and features bold graphics of the watches on the wall.