Macy's has developed a new pop-up concept, dubbed "The Market @ Macy's," set to launch next week in 10 cities. The program gives pods of space to a handful of brands and companies on Macy's ground floor to promote or sell their products. It is aimed at giving Macy's customers more variety to their shopping and insight into what they like. For their branded partners, it bestows an opportunity to have brick-and-mortar presence they may lack. Macy's distinguishes the Market from traditional pop-ups in that the department store carries the heavy lifting: Sales associates working for the Market will work exclusively to service the brands, an offer of particular use for companies without retail experience. Macy's also offers the potential to scale through its footprint and a flexible approach to timing, allowing pop-ups to stay as little as a month. Brands pay a one-time fee for the space and retain all their sales, and most, but not all, of the brands will be unique to the city they are in.