Big changes are underway for Macy's. The Herald Square flagship will reportedly start renovating its antiquated space, and will also introduce a new self-service beauty concept called Macy's Impulse Beauty.
Sources told WWD that a multi-year overhaul will update the facade of the building as well as its infrastructure -- goodbye, rickety wooden escalators -- and should ultimately lead to spruce-ups on the selling floors. Macy's is also apparently reporting healthy increases in business, allowing the necessary improvements to the space, which it moved into way back in 1902, to compete with the smattering of department store additions and re-dos in recent years, as well as its influx of new retail neighbors on 34th street. When WWD asked Macy's corporate salesman about the rumored revamp,
The crowd logistics involved with massive renovation could be staggering -- but at the same time, after a recent electrical fire caused the entire store to be evacuated, we can imagine that the time is right for some renovation work. When WWD asked Macy's corporate salesman about the rumored revamp, he asserted, "We are always improving Herald Square and have continuous remodeling projects in various departments. There is nothing more specific to report at this time."
The rumored makeover would be yet another overhaul in store for the brand: The beauty department is also getting an new look with Macy's Impulse Beauty. According to WWD, the mega-chain will enter the self-service beauty race now dominated by Sephora and Ulta, with the hands-on concept alongside traditional cosmetics counters. Impulse Beauty is currently being tested in a few California locations, and is expected to reach 40 stores by year's end, including those in New York, Philadelphia and Chicago.