US retailer Macy’s Inc. is launching a new line of womenswear and accessories.
The ‘On 34th’ brand is the first brand the retailer is introducing as part of its new customer-focused private label portfolio, Macy’s announced Wednesday. It is “designed by women for women” and includes wardrobe staples like “the perfect pair of pants” and other pieces like a sequined skirt.
‘On 34th’ will be available in stores, online and on the Macy’s app starting August 17th. The collection includes over 750 items and more than 250 unique styles. Pieces range from $18.50 to $299.50 and come in sizes XXS to 4X and 0 to 26W.
Macy’s brings a breath of fresh air to its private label portfolio
“We’ve spent the last two years listening to our customers and creating a brand that reflects how women choose to dress for modern life,” said Nata Dvir, Macy’s Chief Merchandising Officer. “By restyling our own brands, one of our five growth vectors at Macy’s, Inc., we have the opportunity to strengthen our heritage while continuing to evolve and refresh our portfolio.”
Private label accounted for about 16 percent of Macy’s brand sales in fiscal 2022. In the past it was even 20 percent, a value that the company wants to achieve again in the longer term, according to the announcement.
The basis of the redesign of the private label portfolio is based on brand responsibility, conscious design and careful execution. New brands – four in total – are to be added in this area, while others are to be refreshed or replaced. The process is expected to be completed by 2025.