What: Macy's has introduced a new private brand collection called "State of Day," focusing on innerwear, sleepwear, and "restwear" designed for modern women seeking comfort and style at home. The collection is now available online and across all Macy's stores.

Why it is important: The launch of the State of Day collection is a significant move in Macy's ongoing strategy to revitalize its private brand offerings and enhance sales performance. By focusing on comfort, versatility, and style, Macy's aims to meet the growing consumer demand for loungewear that caters to various at-home activities, from sleeping to relaxing. This initiative reflects Macy's commitment to modernizing its product range and providing customers with exclusive, value-driven options.

Macy's has rolled out its State of Day collection, marking a strategic expansion of its private brand portfolio with a focus on comfort and relaxation at home. The collection, which includes a wide range of lounge pants, T-shirts, robes, bras, and sleepwear, is designed to cater to the modern woman's need for versatile and comfortable clothing options for home use. With prices ranging from USD 8.50 to USD 79.50 and inclusive sizing, State of Day is positioned as an accessible choice for many consumers. The development of the collection involved extensive customer research, including surveys and in-store interviews, to ensure the products meet women's expectations for comfort and style. As Macy's continues to reimagine its private brand offerings, the introduction of State of Day represents a key effort to drive higher margins, offer value, and enhance the retailer's exclusivity in the competitive department store landscape.

Macy’s unveils 'State of Day' collection for ultimate home comfort

Macy's Press Release