DISCUSSION

Macy's taps Etsy to reach Millennials

February 2, 2016Written by Tom Ryan

Photos: Etsy

Etsy, the homemade crafts online marketplace, will open a shop in Macy's Herald Square in New York City, located in One Below, the newly renovated lower level that's aimed at Millennials. Eight Etsy sellers will showcase 57 products in the launch. The assortment, featuring stationery, jewelry and housewares, will be refreshed every six to eight weeks, focusing on a different theme during each selling cycle. The initial theme will be "New York" and feature local designers. Displays will tell the story of each designer and offer a peak into their creation process. "The design team at Etsy, in collaboration with Macy's, worked hard to bring Etsy's brand into the space as well. We actually sourced all of the risers and tabletop fixtures from Etsy sellers," Dana Mauriello, director of seller category growth at Etsy, told WWD. For Macy's, Etsy Shop will add to the eclectic mix and experience of One Below that's designed to address the department store giant's challenges reaching Millennials. Beyond trendy fashion labels, One Below includes tech gadgets like Fitbit fitness trackers, cosmetics, housewares, food, and blaring house music. It also offers customized embroidery on Levi's jeans; a 3-D printer that makes jewelry and iPod cases; and a "selfie wall," where shoppers can take shots of themselves in front of images of New York City landmarks. "For designers to showcase their products to a locally and globally diverse customer base in the exciting selling environment of Herald Square is an incredible opportunity for both wholesalers and customers," said Marc Mastronardi, EVP and general merchandise manager of accessories/center core for Macy's, in a blog entry. Macy's is the biggest partner of Etsy's Wholesale Retailer Commitments program, which was launched last fall to bring its sellers to retail accounts. Similar relationships have been struck with Nordstrom, Whole Foods, West Elm, Lou & Gray and Indigo Books & Music.

Discussion Thread0