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Hear about the real ‘Story’ at Macy’s in Ross Park Mall |
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Hear about the real ‘Story’ at Macy’s in Ross Park Mall

JoAnne Klimovich Harrop
Macy’s launched "STORY," a narrative-driven retail concept shop that opens today in 36 stores, including Ross Park Mall.
Macy’s launched "STORY," a narrative-driven retail concept shop that opens today in 36 stores, including Ross Park Mall.

Macy’s launched a new store-within-a-store retail concept on Wednesday where shoppers can experience rotating themes and merchandise.

The concept is called “Story,” startup purchased by Macy’s a year ago.

Macy’s first Story, called Color, opened Wednesday and is anchored by three big brands: MAC Cosmetics, crayon maker Crayola and jeans giant Levi Strauss & Co. But the shop, awash in bright colors, features items from roughly 70 small businesses like brightly-colored-T-shirts, books, colorful dishes, candles and candy.

Ross Park Mall was chosen as one of 36 stores to showcase “Story.”

“The discovery-led, narrative experience of Story gives new customers a fresh reason to visit our stores and gives the current Macy’s customer even more reason to come back again and again throughout the year,” said Jeff Gennette, Macy’s, chairman & chief executive officer in a news release.

Themes will change every few months.

“You discover things you weren’t looking for, but are inspired by all the fun finds – the second you see it, you need it,” a news release said. “

More than 70 small businesses featuring more than 400 products come together to make the experience a gifting destination.

The space averages 1,500 square feet, cumulatively representing more than 55,000 square feet of main-floor retail space across all 36 stores.

Story runs through June 26. There will be events and classes, focused on self-expression and creativity, according to the release.

The Associated Press contributed to this report.

JoAnne Klimovich Harrop is a Tribune-Review staff writer. You can contact JoAnne at 412-320-7889, [email protected] or via Twitter .

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