Macy’s, which launched Backstage in 2015 as an off-the-mall concept, is now focused on opening the stores inside Macy’s locations to bring the off-price experience to the mall.
At the end of the first quarter, the 33 Backstage locations consisted of 26 inside Macy’s stores and seven freestanding ones. The company is expecting to open an additional 19 inside Macy’s doors before the end of this year.
On the company’s first-quarter conference call, officials said the shift came after a test of Backstage in some underproductive stores. Its Last Act clearance strategy is working in a similar way.
“We see customers liking the everyday deep value opportunity being offered within our mall locations,” said CFO Karen Hoguet on call. “We are testing a few variations of our strategy this year, but we believe from our tests so far…