What: The Robin Report reviews the new strategy laid out by Macy’s and what it means for its beauty outlets, BLuemercury.

Why it is important: Bluemercury is a chain of smaller store formats. Is it the beginning of a shift in the US retail landscape?

While Macy's is closing 150 stores, its beauty subsidiary Bluemercury is expanding, planning to open and renovate 30 stores each. This growth contrasts with Macy's traditional large-format stores' struggles. Bluemercury's success is attributed to its smaller footprint and focused product offering, providing a neighborhood store feel with a selection of prestige beauty products. Unlike its competitors Sephora and Ulta, Bluemercury also offers beauty services like facials and brow styling, enhancing its boutique appeal. This strategy aims to provide a more personalized and luxurious shopping experience in affluent areas.

Macy’s and Blumercury: the smaller the better?