Ohio to benefit from Macy’s diversification plan

Macy’s is diversifying its brand by adding more outlet shops and investing in its beauty brand, Bluemercury — and Ohio is benefiting from the retailer’s move.

Macy’s Inc. plans to open approximately 25 Bluemercury freestanding stores in 2018, a spokeswoman told this news organization. The company expects to open approximately 30 freestanding stores and locations within Macy’s stores in 2019.

Bluemercury joined Macy’s, Inc. through acquisition in March 2015. This high-growth brand now boasts more than 139 specialty stores, including 20 stores within Macy’s, in 24 states nationwide.

The beauty brand hasn’t quite expanded in Southwest Ohio just yet. There is currently a Bluemercury location within the Macy’s store at Kenwood Towne Centre in Cincinnati. There’s no list to provide for additional locations, a spokesperson told this news organization, and no current plans to expand in the region.

Beyond makeup, Macy’s announced its plan to open 100 Backstage outlet stores, including one location in the Dayton region. The off-price store opened within the Macy’s store at the Dayton Mall earlier this summer. Backstage is an off-price store, meaning it sells brands at bargain prices and will compete with other retailers using similar business models like TJ Maxx, Ross and Nordstrom Rack.

Macy’s is also building a new distribution center for its outlet stores in Ohio, creating more than 400 jobs. The distribution center is planned to open in fall 2019. This is in addition to the approximately 6,500 employees in Ohio who work at 24 Macy’s stores, one Bluemercury and the company’s corporate offices in the greater Cincinnati area.