Editors' pick: Originally published Nov. 25.
The company launched the Backstage off-price concept last fall via six free-standing stores. The store's merchandise, which includes home decor, shoes, sunglasses, baby gear, bedding and packaged snacks, is purchased by a separate "off-price organization," according to Macy's. More recently, the company shifted its focus to opening the Backstage concept inside full-price Macy's stores.
Macy's Chief Financial Officer Karen Hoguet told analysts on a conference call this month that the company won't be opening anymore free-standing Backstage off-price stores in the near future. Instead, Macy's will open Backstage shops inside of its department stores in order to maximize the store's productivity, said Hoguet. This fall Macy's will open Backstage shops inside 45 of its stores.
TheStreet stumbled upon one of the Backstage locations on the second floor of a Macy's store in Massapequa, N.Y. Suffice it to say, it was a fascinating experience for a writer that grew up only knowing Macy's as a department store.
Macy's has never been a big toy seller. At Backstage, however, toys greeted us at the entrance on the eve of Black Friday.
Not a bad attempt at playing Toys R'Us, Macy's.
Buy one, get one free on mostly private label coats is a pretty good deal.
Let the treasure hunt for a great winter coat begin.
Having Backstage on the second floor of a full-price Macy's store has one advantage: Workers could easily transport unsold seasonal goods such as bathing suits. As a result, it means Macy's could turn its unsold inventory into dollars quicker than in the past.
Yes, that sign on the right says sweaty swag.
Backstage has a little bit of everything, from random clothing such as bathing suits in the winter to home goods like cups. The stores feel a bit messy as Macy's tries to tap into the treasure hunt allure of TJ Maxx and Marshall's.