What: Macy’s has relaunched its private kids' brand, Epic Threads, across all Macy's stores, macys.com, and the Macy's app, just in time for the back-to-school season.

Why it is important: This relaunch is part of Macy’s broader strategy to revamp its private brand portfolio, aiming to increase its market share and offer more customer-centric and modern products, potentially boosting higher margins and customer loyalty.

Macy's has reintroduced Epic Threads, its private brand for children, featuring a vibrant and durable collection inspired by kids and caregivers. This relaunch is part of Macy’s ongoing efforts to overhaul its 25 private brands, which currently account for 16 percent of the retailer’s volume. The new Epic Threads collection, targeting ages 2 to 12, emphasizes comfort, durability, and playful design elements. This strategic move aligns with Macy's goal to modernize its brand portfolio, aiming to return private brand sales to or exceed the previous 20 percent volume level. Macy’s continues to revamp its private labels, with more updates and new introductions expected through 2026.

Macy’s relaunches Epic Threads for kids in ongoing overhaul of its private brand portfolio