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.