Macy's Iconic Herald Square Flagship to Undergo $400 Million Facelift

Macy's Iconic Herald Square Flagship to Undergo $400 Million FaceliftMacy's (M) has set out to create another miracle on 34th Street with a $400 million revamp of its fabled flagship store in New York City, the biggest store in the world. The makeover plan includes initiatives that could shake up the department store format, including a new focus on more upscale food with 22 eateries, and an emphasis on technology that reflects Macy's courtship of Generation Y.

Changes to Macy's Herald Square store, which serves 20 million people a year and 50,000 shoppers daily, could be rolled out to other stores in the 850-unit chain, said CEO Terry Lundgren during a press preview.

The makeover will introduce the "mstylelab" juniors department on the lower level for shoppers 25 and under, fashioned as a "technology infused" environment to appeal to younger shoppers' social instincts, the company said.

A new brew pub geared toward this shopper from a well-known chef is also on tap for the lower level, as well as new casual dining concepts cooked up by Macy's Culinary Council of celebrity chefs. The iconic housewares Cellar, which has lived on the lower level since its 1972 debut, will be moved up to home department on the eighth and ninth floors.

The retailer is also creating the new Impulse apparel and accessories department for the 13- to 30-year-old shopper. "We're focusing on millennials because they're huge," Lundgren said.

In addition, "technology is a big focus for us," he said.

To that end, the remodel will include the addition of interactive store directories, a system to stream live video feeds of Macy's events nationwide, digital product information, and a new mobile app to guide consumers on their shopping trips.

An enhanced shoe locator system will work its way into the shoe department, which will be transformed into the largest shoe store in the world. It will occupy 39,000 square feet and carry 300,000 pairs of shoes on any given day. "Once you get a woman in a shoe, it's over," Lundgren said, noting that the business, which is on fire right now, engenders consumer loyalty.

Macy's Iconic Herald Square Flagship to Undergo $400 Million Facelift

The shoe department will also introduce a new coffee, wine and chocolate bar, "which is a great way to extend her visit," he said.

The exterior of the Herald Square store is also going under the knife. Windows along Broadway, 34th Street and Seventh Avenue that have been covered for decades will be opened up, as will windows on the upper levels to allow more natural light into the building.

New exterior lighting will shine a spotlight on the building's architectural details, while Macy's-branded "welcome mats" will be added to all store entrances.

The makeover will begin early spring 2012 and will continue in phases through fall 2015.

It will be the largest store renovation on record in the U.S., Lundgren said. "It's unprecedented."

Macy's Iconic Herald Square Flagship to Undergo $400 Million Facelift

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I do work at macys obviously you don't, we get healthcare at a large cost to us.

January 06 2012 at 11:28 AM Report abuse rate up rate down Reply

I'm amazed at all the negative comments. Did any of you read the article? First, employee's do get health care. Second, at the New York Store, which is mostly tourists, they are adding 22 eateries, etc. get the point? They aren't going after the New Yorker. Those that live in Manhattan shop up town. It needs a major overhaul. The facade on the outside is beautiful and it's nice to see they are going to "bring it back" to it's glory days. Service outside of the city, yet, sucks. Sales are down and everyone is hurting except for the upper 5%. Also something you don't know and they don't say, is that in NYC when you apply for a permit to make any change, you have to bring the portion you own or lease up to the new NYC standards. In this case, it's the whole building. That building is so out of date, to change anything they have to update the whole building. So, since you have to rip it all out anyway, might as well make it nice. People with all due respect, you have to thing things through before you make these general comments. By the way, I'm not a fan of Macy's so I really don't care, except for the improved foot print on 34th street.

November 05 2011 at 7:52 AM Report abuse rate up rate down Reply

I hope they don't get rid of some items, such as the original escalator....knowing that it's been there 80 years or more as you step on it is awesome

November 05 2011 at 3:08 AM Report abuse rate up rate down Reply
1 reply to kmchafin's comment

How about Macy's throwing in the sponge and giving Chicago back its Fields stores? New York "discovers" downtown shopping malls with no parking all of a sudden. Wow! What a story! Macys screwed up the whole retail system across the coumntry with a make believe chain and now you want hem to save an old escalator??? How about a customer base of 12 million losing an icon that predates the founding of ther Macys by 40+ years! Perhaps the world's largest store (actually---that nickname goes to Sears) would make a good parking lot and they could build a really fabulous British store to replace. No, not Harrods but something comparable to NY's "flagship" dump--an Asda store (Check it out, New Yawk. One step above street corner knock-off vendors).

November 05 2011 at 6:27 AM Report abuse rate up rate down Reply

Why not have stock in all stores to sell instead of none and when you check Herald Square they have 500 makes no sense. Gotta love the mind set of the people making the big money don't fix the smaller stores they can look like Gabriel Bros. as long as our flaship store LOOKS GREAT IT'S OK. Remember the majority of the customers will NEVER see herald Square and are looking for someone to check them out!!!!!

November 05 2011 at 1:47 AM Report abuse rate up rate down Reply

what a about giving the employees a raise or cost of living or pay more towards health insurance!! How about when you retire after 15 years more than $100 a month pension.

November 05 2011 at 1:36 AM Report abuse +1 rate up rate down Reply

Now that really looks 21st Century and real good. I believe when Macy's does this reconstruction that all of the other major department stores who want to keep competitive with Macy's will do the same. I would love to see these very clean and modern looks in my small town of Dover, Delaware; which just happens to be The Capital of the state of Delaware. And might I add that this Capital City doesn't even have a People Friendly Bus Terminal not to mention an Inter/Intra State Train Station. This is the most antiquated state I know of and it was supposed to be the First State which joined the Union and Signed the Declaration of Independence. I truly do wonder what happened after they signed it? They seem to have just left it right there and never thought about moving forward. I've never ever seen the likes of such slow moving construction in my entire life. And all of their housing developments have just One Way In and One Way Out which are the same. This city never ever seems to stop amazing me how and who coordinates the Infrustrure in this Capital City. I wish someone would come to the rescue of the Capital City of Delaware and quick!!

November 04 2011 at 10:28 PM Report abuse rate up rate down Reply

I worked at the flagship store for almost 20 years. I cannot speak for the stores around the country, but I had full benefits and was able to make a nice salary as a salesperson. I understand that it has changed, but there are areas that still provide a living wage. Many of the new employees are not interested in making sales a career, so they are not planning on being there very long. The people who complain about the money spent on renovations are missing the point. If they don't change and stay updated, they will lose business and the employees that you claim to be concerned about will probably lose jobs. In addition, with the increase in selling area, more employees will be hired.

As for Macy's being a rich person's store...please!

As for the credit card, I had a 20% discount and I still did not use it because I read the forms and knew about the interest rate. It is listed in the application and if I was ever asked, I always told the customer what the interest rate was. It is up to the consumer to be an advocate for themselves. Stop complaining about an interest rate on a card that no one is forcing you to lose.

Plus, let me add to the feelings on the wooden escalators....they must stay, and I have a feeling, the people in charge understand that.

November 04 2011 at 10:08 PM Report abuse -1 rate up rate down Reply

Please don't get rid of the wooden escalators leading to the lower level!!

November 04 2011 at 8:35 PM Report abuse rate up rate down Reply
1 reply to barbp61942's comment

That was the first thing I thought about. The wooden escalators are so classic. Getting rid of those would ruin it for me.

November 04 2011 at 9:18 PM Report abuse rate up rate down Reply

i don't understand why it looks like all barbie doll chics in the pictures? i don't see any old ladies or men? the chics look like they are models. is macy's trying to say that their customers are mostly female with a perfect body? i think the ads are discriminating and are upsetting a lot of people. change them you biches.

November 04 2011 at 7:40 PM Report abuse +2 rate up rate down Reply

There is something special about this store. Visit New York every year and this is one of the first places we head. We love this store and one of the things that makes it so special is it has remained the same through the years. Believe they are making a mistake. Modern and new does not mean better. One of the best things about it is there are always clerks available to wait on you which is not true of the store at Hulen Mall in Fort Worth. You have to look for a clerk to help you. Isn't there something backwards about that---the customer looking for the clerk and not the other way around?

November 04 2011 at 6:45 PM Report abuse +2 rate up rate down Reply