Federated Adds Macy's Name to Regional Brands

Share this content:
Federated Department Stores Inc. will couple the Macy's name with all the company's regional department store nameplates starting Aug. 1.


The rebranding is part of a new national strategy to leverage the Macy's brand, streamline operations and improve the shopping experience.


As part of the rechristening, The Bon Marche will become The Bon-Macy's, Lazarus becomes Lazarus-Macy's and Goldsmith's becomes Goldsmith's-Macy's. Burdines will become Burdines-Macy's in February.


The regional chains will keep their headquarters. The integration began earlier this year with the Rich's-Macy's nameplate.


Customers in markets now served by the regional chains soon will receive new credit cards that have the combined nameplates. The cards are also good in Macy's stores nationwide and on www.macys.com.


A new chief marketing officer position for Federated has been created to support this national Macy's branding strategy. Peter Sachse, president/CEO of The Bon Marche, assumed this New York-based position. He will oversee a Macy's fall media campaign entrusted recently to Lowe.


close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above