In a significant move to bolster its portfolio of owned labels, Macy’s, the iconic US department store, has unveiled a new private brand for women named ‘On 34th’. The launch is part of Macy’s ongoing effort to reimagine its customer-centric private brands portfolio, which represented around 16% of brand sales in FY22.
The brand ‘On 34th’ is a nod to the location of Macy’s historic NYC flagship store and is designed to cater to the modern woman’s lifestyle. It offers a range of women’s apparel and accessories that include both wardrobe staples and more elevated pieces. The collection is designed to be inclusive, accentuating and flattering all body types.
The creation of ‘On 34th’ was informed by extensive research conducted by Macy’s, reflecting the desires of women wanting to “dress for modern life”. The brand aims to redefine the classic wardrobe, introducing enough “wow” to inspire the modern woman to escape the ordinary and run her world.
Emily Erusha-Hilleque, Macy’s SVP of private brands, said: “On 34th was created with inspirational and modern design, informed by the voice of the customer, and built for real life.” She added that the brand is developing unique and relevant product design that is distinctively aligned to brand DNA and infused with multiple points of inspiration, data, and the intuition of a talented team.
The ‘On 34th’ collection features over 750 SKUs and over 250 unique styles, designed to be easily mixed and matched to create over 1,000 outfits. Prices range from $18.50 to $299.50 and sizing ranges from XXS to 4X and 0 to 26W.
Macy’s has always been known for its commitment to sustainability. In line with this, ‘On 34th’ was designed with Macy’s sustainability program commitments at the forefront. The brand is the first of four new brands that Macy’s plans to introduce as part of its private brand reimagination strategy running through 2025.
The launch of ‘On 34th’ marks an important milestone in Macy’s journey to elevate and reimagine its private brand portfolio. The brand will be available for purchase at Macy’s stores, online at Macys.com, and through the Macy’s mobile app starting on August 17th, with On 34th shoes launching in spring 2024.
With the introduction of ‘On 34th’, Macy’s continues to empower its customers to own their personal style, offering a compelling blend of market and private brands that deliver on the promise of quality, style, and value.s