Direct-to-consumer home brands will be among the sellers on Macy’s new digital marketplace launching on macys.com this fall.
The curated online marketplace is designed to align customers’ “experience and expectations” from Macy’s. It gives shoppers access to more than 20 product categories and 400 new brands – all of which will be integrated into Macy’s online product assortment.
Home is part of the select marketplace categories, with new additions including DTC brands Ettitude (sheets), Smeg (kitchen electrics), Sunday Citizen (blankets, sheets, pillows and throws) and W&P (kitchen items).
The platform is customized by Macy’s digital, merchant and technology teams, and is powered by enterprise marketplace technology company Mirakl so that third-party sellers can easily integrate their products into Macy’s e-commerce architecture using seller tools that help them monitor, drive and grow their businesses with Macy’s.
The department store said it is building on its omni-channel initiatives with this new endeavor – which took “a year of intense work” to create, according to Matt Baer, chief digital and customer officer at Macy’s, Inc. In alignment with its diversity and sustainability practices, Macy’s said is digital marketplace partners include brands that increase the penetration of women-owned, diverse-owned and sustainable options for consumers. This fall, 20% percent of marketplace sellers and brands will be from underrepresented enterprises.
Sellers and brands are “carefully chosen to ensure alignment with business needs and Macy’s high-quality product and fulfillment standards,” the company noted.
“Our marketplace complements our existing omni-channel strategy and is another platform we will use to find the most efficient distribution strategy for our partners,” said Josh Janos, Macy’s, Inc. vice president of marketplace. “Not only will we continue to maximize brands and existing assortments, but we will use the marketplace to test and customize our assortments based on customer demand.”
