Macy’s opens outlet in Boynton

Macy’s first Backstage the Outlet Store in Florida is now open at the Boynton Beach Mall.

The new discount store-withina-store, which had a soft opening April 22, occupies 19,000 square feet on the second floor of Macy’s.

Bargainistas like me who enjoy the thrill of the hunt should love this new shopping experience. The new outlet stocks trendy clothes, accessories, makeup, shoes for men, women and children, along with furniture, housewares, toys, gourmet foods and more at discount prices. It carries about 1,600 brands and labels such as Philosophy and Turnberry that shoppers won’t find downstairs in the regular department store.

“Backstage offers hot trends but you won’t have to pay a lot for them,” says Andrea Schwartz, vice president of media relations for Macy’s. Prices are 50 percent to 70 percent off retail.

Backstage has no storerooms. What comes in is immediately put on the floor. Merchandise turns over quickly, so if you see something you like, buy it because it won’t be around long.

Customers pay for merchandise at registers in the outlet. Macy’s coupons are not accepted, but customers can use the store’s credit card and earn Plenti reward points on purchases.

Unlike most outlet stores, there are no plans to move unsold Macy’s merchandise into the Backstage outlet, Schwartz says. Backstage has its own team of buyers and staff.

I like the bright and airy store. It has a youthful vibe and feels more like Marshall’s or H&M than Macy’s. Prices were competitive with discount chains. Fashion jewelry starts at $4.99. A Yankee Candle large jar is $12.99, the same as at Ross. There are loads of summery, trendy looks, including bold floral prints and cold-shoulder blouses and dresses starting at $9.99. (Mother’s Day is coming up on May 14!)

I was delighted to find discounted Louis Vuitton, Fendi and Gucci purses selling at 50 percent off. I had to restrain myself when I saw an adorable little monogram Gucci pursette for $150. It retails for $500. Bags are not used in the traditional sense, but may have been returned or repaired and can’t be sold as new, Schwartz explains.

There are playful signs in dressing rooms, “juice bar” mobile charging stations with seating and trend boards offering fashion tips on how to put together the latest looks.

Struggling Macy’s, which closed its City Place store in West Palm Beach along with 67 of its 670 locations at the

end of March, is looking for ways to broaden its appeal. The outlet stores is a test, Schwartz says, designed to attract millennials (those born after 1980) and valueconscious customers who don’t want to clip coupons or wait for a sale.

Backstage stores are rapidly popping up with nearly 30 locations open nationwide and plans to open 30 more by the end of the year, Schwartz says. Stores are opening in Orlando on May 6 and in Fort Myers on June 17.

Now, what’s up with that puzzling name, which doesn’t offer us a clue about the concept?

“Our employees came up with it in a contest,” Schwartz says. “The name ‘Backstage’ is a nod to Broadway. It relates to our flagship store in New York at 34th Street and Broadway in Herald Square.”

It doesn’t really matter. The only name you need focus on is “outlet.” That says it all.