Cincinatti.com Macy’s Coverage

NEW YORK — A year after buying startup Story, Macy’s is bringing the retail concept to life in 36 stores in 15 states including its Kenwood Towne Centre location.

The concept, which curates merchandise around a theme and rotates every two months, comes at a time when department stores like Macy’s are trying to rethink how to better excite shoppers who are increasingly going online.

Many stores and malls are now experimenting with rotating merchandise that hopefully will keep shoppers coming back.

Macy’s first Story, called Color, opened Wednesday and is anchored by three big brands: MAC Cosmetics, crayon maker Crayola and jeans giant Levi Strauss & Co.

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