Macy’s Story Has a Chapter on Dick’s and Miracle-Gro

With Story at Macy’s, it’s all about testing new experiences, products and partnerships. And with the latest Story iteration launching today —themed “Outdoor” — the most surprising initiatives are the partnerships with Dick’s Sporting Goods and Miracle-Gro. They’re both sponsors for the second go-round of Story at Macy’s and providing merchandise never previously sold at the department store. Private label merchandise from Dick’s, the nation’s largest sporting goods chain, is displayed in the Story shop inside Macy’s Herald Square and 35 other Macy locations around the country. Among the merchandise from Dick’s — Alpine Design activewear and parkas, Quest backpacks, and Field & Stream sleeping bags. Earlier this year, Rachel Shechtman, the founder of Story which was purchased by Macy’s Inc. last year, approached Jeff Gennette, Macy’s chairman and chief executive officer, with the Dick’s idea. “I paused because I wouldn’t have thought about partnering with another retailer to sell outdoor products at Macy’s,” said Gennette. “However, as she presented her ideas and the merchandise her team was envisioning, it made a lot of sense. I reached out to Ed Stack, the chairman and ceo of Dick’s, knowing that this would be a first for them as well — to share their exclusive private

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