Macy's announced an evolution of its commercial partnership with technology powered retailer b8ta. As part of its strategic focus on enhancing the in-store customer experience, the company will leverage b8ta's best-in-class software platform to scale The Market @ Macy's, becoming strategic partners in this 'retail-as-a-service' model. The Market @ Macy's is the company's experiential retail concept launched earlier this year. Macy's has also acquired a minority equity stake in b8ta.

Launched in February 2018, The Market @ Macy's, currently open at 10 Macy's locations nationwide, helps emerging and established brands reach new audiences. Each shop brings customers a rotating selection of unique offerings in apparel, accessories, beauty, entertainment, experiences, decorative home, stationary, technology, and gifts.

The partnership with b8ta along with the recent acquisition of STORY, is the latest example of Macy's strategy to evolve its stores with more experience-based concepts and create a portfolio of unique relationships that will drive customer engagement across its store base.

press release on Macy's acquires a minority equity stake in b8ta