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Macy's to Launch New Exclusive Brands for Spring
March 04, 2010
Cincinnati-based Macy’s Inc. will roll out four new fashion brands and two home line expansions this spring. From couture to celebrity designers, the new collections will include Ellen Tracy, Threads & Heirs, Kouture by Kimora, mstylelab, Vida for España by Eva Mendes and a brand extension of the Martha Stewart Collection. The new collections will begin arriving in select Macy's stores in March and April. Additionally, Macy's just announced an exclusive strategic alliance with Kenneth Cole Productions Inc. for fall 2010. As part of the alliance, Macy’s will be the sole department store retailer of the new Kenneth Cole REACTION men’s sportswear line within the United States and its territories. The new REACTION men’s sportswear collection will be "geared toward cool millennial men with an energetic, downtown sensibility." It will include a special focus on denim, graphic tees and woven shirts, and will appeal to a younger, more casual and price-conscious consumer than the more sophisticated Kenneth Cole New York collection. The new collection will launch in September 2010 in 150 Macy's stores and online at Macys.com. It is ultimately slated to grow to 550 doors, and will include a rollout of new REACTION in-store shops.
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DDI visited the new JCPenney department store at Manhattan Mall in New York and spoke with store manager Joe Cardamone. Below is video of that conversation paired with a walk-through tour of the new store. For more on the JCPenney store, look out for DDI's November/December issue mailing out at the end of November.
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