How Macy’s is Reinventing Private Brands

Macy’s private brand reinvention

Macy’s is ushering in a transformative era, guided by a bold new chapter under CEO Tony Spring’s leadership. Central to this transformation is the reinvention of the company’s private brands, led by Emily Erusha-Hilleque, SVP of Private Brands. In a recent interview at Shoptalk, Erusha-Hilleque highlighted the company’s strategy of integrating Macy’s rich heritage with cutting-edge private label offerings to capture evolving consumer trends.

Macy’s private brand portfolio, comprising over 25 brands, plays a critical role in this strategy. In the past two years, the company has revamped its assortment, launching three new brands and touching every corner of its private label space. These efforts are part of a deliberate strategy to blend tradition with innovation while remaining culturally relevant.

A Fresh Approach to Private Labels and Consumer Focus

At the heart of Macy's revitalization is its commitment to original design. Erusha-Hilleque emphasized that private brands at Macy’s are more than just product lines-they are crafted with a distinct identity and purpose. “Private brands are only by Macy’s,” she explained, underscoring that these products, created by Macy's teams, offer something unique that customers can’t find elsewhere. This differentiation is vital as Macy’s competes with both legacy retailers and online giants like Amazon.

Consumer focus and sustainability

In shaping its private brands, Macy’s has prioritized consumer feedback, continuously refining fit, quality, and product longevity. This consumer-first approach has allowed Macy's to stay ahead of trends, thanks to newly established research and forecasting teams. Sustainability and enhanced store experiences are also central to the transformation, ensuring that Macy’s remains both relevant and responsible.

Key Private Brand Launches and Innovations

Among the recent brand launches, On 34th stands out as a modern, classic women’s wear line designed for the 40-60 age demographic. This range seeks to capture a timeless, yet contemporary aesthetic. In the intimates and sleepwear category, State of Day offers comfort and style, catering to a growing market for high-quality, versatile clothing.

Mode of One enters the market

Meanwhile, Mode of One, launched just last month, is a bold new addition to Macy's men’s contemporary collection. Aimed at men aged 29 to 45, Mode of One focuses on dynamic, expressive fashion for those unafraid to stand out. Built on extensive consumer research, the brand fills a critical gap in Macy’s assortment while offering a fresh perspective in the menswear market. The introduction of Mode of One signals Macy’s intent to be a leader not just in national brands but also in original, trend-setting private labels.

The Future of Macy's Private Brands

With its private label strategy firmly rooted in consumer-centric design, Macy’s is just getting started. In 2025, the company plans to roll out a significant overhaul of its home goods offerings, continuing the momentum established by its successful apparel launches. By balancing heritage with innovation, Macy’s is positioning itself as both a timeless American brand and a forward-thinking retail leader.