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One year ago, Macy's bought Story, a New York retail store that curates merchandise around a theme or set of ideas and where experience matters more than the products. Now Macy's has incorporated its Story retail concept into 36 stores nationwide in 15 states. The concept features a rotating set of merchandise based on a theme, which for the national debut is "Color." Brands of this go-round include more than 70 small businesses and more than 400 products.

Except at the department store's Herald Square flagship, where Story occupies 7,500 square feet on the main floor and mezzanine levels, the Story spaces average 1,500 square feet. It is part of the retailer's strategy to use some of its real estate and fill what's now excess space, with more shopping moving online. Macy's hopes the new spaces, which will rotate inventory every two months and bring in different local brands through the course of the year, will encourage shoppers to keep coming back to stores.

"Think about a magazine or digital media company. Our version of editorial is merchandise curation ... and event programming," said Shechtman, now Macy's brand experience officer. "One thing that was important, and that we learned over the years at Story, is to create a model that is relevant. ... We are doing something that will appeal to 5-year-olds ... and 40- and 50-year-olds."

The first version of Story, called Color, will be live in 36 Macy's stores from 10 April until 26 June.

press release: Macy's debuts 'Story' in 36 stores nationwide