Macy’s has a new concept called Market by Macy’s, a boutique created by Story founder Rachel Shechtman, who said she immersed herself in the upscale community to get it right. The new 1860sqm stand-alone specialty concept, said to a "flexible retail store format", is located in Southlake, Texas, and is community-centric. It will host "community-driven programming from cooking tutorials and book signings to crafting and fitness classes," and will include a beauty and café component. The format should take an apothecary-based approach to beauty, with an emphasis on hero products from both established and emerging brands; it is believed there will be a wellness component that could include non-beauty items, too.

The new store format is opening on 6 February 2020.