Since launching its discount store, Macy's Backstage, in New York City in 2015, the mega-retailer has quickly spread the concept to cities throughout the U.S. On July 2, Macy's will bring the Austin area's first Backstage to Lakeline Mall in Cedar Park.
Rather than build stand-alone shops a la Nordstrom Rack or TJ Maxx, Macy's Backstage is retrofitted to take over a floor in an already existing store. The new concept will turn the first floor of the Lakeline Macy's into a discount shopper's dream.
“Macy’s Backstage in the Lakeline Mall store was designed to bring great deals and the fun of the hunt into our existing Austin location," said Michelle Israel, Macy’s senior VP of Off Price, in a release announcing the news. "Backstage’s focus on value and newness guarantees that with each visit shoppers will find an ... assortment of recognizable brands and trends."
Shoppers can expect to find 20 to 80 percent off items such as clothing, home goods, jewlery, kitchen and housewares, accessories, pet care, and more. "The outlet store will also carry apparel and accessory brands not currently available at full-line Macy’s, and each Backstage location is specially curated to deliver the perfect style for each community it serves," the company said.
Moms everywhere will delight in knowing that Macy's Backstage also accepts the Macy's Credit Card, and customers can earn and redeem Star Rewards points, too. The store will also offer mobile checkout.
As personal investment site The Motley Fool points out, Macy's is betting big on Backstage concept. With department store sales taking a universal nosedive, Macy's has rapidly expanded into discount retail, opening seven freestanding locations in New York and the Northeast, and more than 60 store-within-a-store outlets over the past three years.
The Motley Fool also notes that in addition to competing with discount brand behemoths like the TJX, which owns TJ Maxx, HomeGoods, and Marshalls, among others, Macy's Backstage is also an opportunity to boost sales in lower performing shops.
With opening day fast approaching, discount devotees should mark the calendar. The first 200 customers who visit the 19,200-square-foot shop on July 2 will receive special giveaways, and the company will also host special celebrations. The Lakeline Mall shop is the brand's first Backstage in the Austin area, and its 11th in Texas.