In a bid to strengthen its appeal to the millennial customer, Macy’s is expanding its Nike, The North Face and Under Armour offerings while adding Helly Hansen in select locations.
The changes are expected to “further establishing Macy's as the shopping destination for active apparel.” The expansion follows an agreement reached last fall that made The Finish Line Macy’s exclusive partner for athletic footwear. Lids this spring became the exclusive operator of Macy’s in-store fan apparel.
Among the changes set for fall:
Nike will be expanding to approximately 650 stores across men’s, boys and girls, and to approximately 240 stores in women’s and infants;
North Face reaching approximately 130 stores across men’s, women’s, boys, girls and infants;
Under Armour selling in approximately 70 stores in men’s and 50 in women’s and boys;
Helly Hansen becoming available this fall in 30 stores in men’s and 25 in women’s;
CK (Calvin Klein) Performance, a women’s line, reaching approximately 385 stores;
Ideology, an exclusive women’s brand designed for yoga, Pilates and gym launched in 160 doors in spring 2012, expanding to 400 Macy’s locations.
“Our customer insights show that our Millennial customers have significant crossover in shopping active where we have the assortment, so we believe that satisfying his and her total lifestyle must involve more fashion and function in our active offerings,” said Jeff Gennette, Macy’s chief merchandising officer, in a statement. “We are working with the best brands in the category to bring our customers exciting merchandise that will serve their athletic interests in all endeavors from the yoga studio to the weight room, to hiking and rock climbing.”
Macy’s also carries Adidas, Champion, Columbia, Puma, Spyder and Marmot.
Other brands Macy’s added over the last year focused on the Millennial customer include: Marilyn Monroe, MADE Fashion Week, Keds, Teen Vogue, Truth or Dare, G-Star Raw, Ambiguous, Ezekiel Clothing, COMUNE, RVCA, Neff, RACHEL Rachel Roy, else, kensie, DV by Dolce Vita, Material Girl, American Rag, Inglot Cosmetics, Smashbox Cosmetics, Kipling, Steve Madden Handbags and Stussy.