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Macy's Herald Square Is Banking on Millennials' Love of Vera Bradley, Blowouts

Brian Harkin
Brian Harkin

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The Macy's flagship in Herald Square has been seeing a lot of changes in the past several months, but their revamp isn't even close to being done. Up next? A millennial-centric basement that'll include labels like Vera Bradley, Bar III, Maison Jules, and American Rag, plus extras like a blow-dry bar, according to WWD.

"It's the boldest move yet at Herald Square, because it's targeting a specific demographic on the lower level," an unidentified source familiar with the operations told the paper. "Historically, Macy's has been cautious about what they put in their basement which had that reputation as a place for bargains." Last we heard, the department store had planned on adding this merchandise to the third floor, where the youth-focused Mstylelab and Impulse are already located.

Macy's didn't officially comment on these plans to WWD, and thus there isn't an expected completion date. It's in line with plans in other markets, specifically those near college campuses, to develop shops-in-shop as large as 8,000 square feet that cater to younger clientele. Perhaps the redesigned, glass-fronted Downtown Brooklyn store will add this in, too?


151 West 34th Street, Manhattan, NY 10001 (212) 695-4400 Visit Website