Macy’s restarts its off-mall expansion strategy with the opening of its second Market by Macy’s store on Friday in the West Bend lifestyle shopping centre in Fort Worth, Texas. Located within the Dallas-Fort Worth area, the 20,000^ft, 2-format offers a curated assortment of the best of Macy’s branded fashion within an easy-to-shop and open environment. The first Market by Macy’s store openedin Southlake, Texas, in February 2020. The strategy reflects Macy’s intent to be innovative, less dependent on malls, provide greater convenience in an updated setting and become more relevant to customers. Market by Macy’s offers men’s, women, kids, beauty, home and giftables at accessible prices. The merchandise is an edited assortment of what’s sold at full-line Macy’s stores.

Among the brands found at Market at Macy’s are Polo Ralph Lauren, Levi’s, Tommy Hilfiger, and Macy’s most popular private brandssuch as INC International Concepts, Alfani and Hotel Collection. Included in the beauty assortment are luxury fragrances, prestige skin care and trend makeup. Market by Macy’s has a ‘Trend Pavilion’ for what Macy’s describes as a constant flow of fashionable trends, must-haves and new merchandise throughout the season. The second Market by Macy’s format has full and self-service checkout; provides contactless curbside pick-up; buy online, pick up in store; buy online, ship to store; and same-day delivery with DoorDash, which Macy’s has partnered with around the country. Customers can also pay their bill, pick-up orders, or return the merchandise at the “At Your Service” desk inside the store.