What: Macy’s is redefining the department store experience by focusing on emotional engagement, curated brand assortments, and immersive in-store experiences, especially in beauty.

Why it is important: The retailer’s transformation highlights the power of blending innovation, storytelling, and service to attract new generations of shoppers and sustain growth.

Macy’s is modernizing its approach to department store retail by placing emotional connection and discovery at the heart of the customer experience. Under the leadership of Chief Merchandising Officer Nata Dvir, the retailer has added 40 new brands and renewed its focus on curation, storytelling, and multi-generational experiences. Beauty has become a strategic lever, with Macy’s leveraging its large customer base to foster cross-category shopping and loyalty. Store renovations, including the dual-phase transformation of Herald Square, now feature spa rooms, experiential spaces, and a brand matrix that reflects both luxury and accessible price points. Macy’s is also prioritizing launches that are relevant to its customers, ensuring that the assortment is intentional and resonates with evolving consumer expectations. By blending innovation, immersive experiences, and service, Macy’s is setting a new standard for department stores, aiming to attract new generations of shoppers and sustain long-term growth in a competitive retail landscape.

IADS Notes: Macy’s transformation is anchored by a strategic focus on emotional engagement, curation, and experiential retail, as seen in the renovation of its Herald Square beauty floor (WWD, November 2025), which introduced luxury brands, relaxation rooms, and advanced technology as part of the “Bold New Chapter” strategy. WWD in November 2025 highlights how Macy’s leverages new in-store experiences, exclusive brands, and enhanced services to position Herald Square as a premier holiday destination, with a deliberate shift toward product innovation and storytelling. Glossy in November 2025 documents the broader transformation of beauty departments at Macy’s and other department stores, prioritizing immersive experiences and curated offerings to drive foot traffic and sales. Inside Retail in November 2025 underscores Macy’s approach to the Golden Quarter, blending immersive experiences, new products, and emotional engagement to stand out amid widespread discounting. A January 2026 press release confirms that targeted investments in high-performing stores, luxury segments, and supply chain modernization are driving operational improvements and measurable progress. Forbes in September 2025 notes that Macy’s targeted investments in select stores and luxury divisions are delivering incremental gains, with pilot stores achieving record customer satisfaction and sales performance. EuroNews in December 2025 highlights the intensifying competition from digital-first platforms like TikTok and Amazon, prompting Macy’s to invest in experiential retail and advanced technology to reclaim relevance in beauty. Collectively, these sources show that Macy’s is redefining the department store experience through intentional curation, emotional connection, and innovation in both physical and digital retail.

Macy’s explains its strategy in beauty