Macy's is jumping deeper into the experiential retail space. The department store retailer has purchased Story, a New York-based concept store founded by Rachel Shechtman, who will join Macy's as brand experience officer. She will report to Hal Lawton, president of Macy's. In this new position, Shechtman will focus on ways to enhance the in-store customer experience at the Macy's brand and work to integrate Story into the company "in a new format," Macy's said.

The Story retail store in Chelsea, which offers a storytelling retail model similar to that of a magazine and the design and merchandise mix is reinvented every six to eight weeks, will continue to operate in its original location. In addition, the company's chief operating officer, Jenny Shechtman, will assume the role of vice president, operations at Story under Macy's, Inc.'s umbrella.

Press release of macy's on acquiring story

Read full WWD article on Macy's acquiring story