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Macy’s opens new Backstage outlet

April 10, 2018 GMT

BARBOURSVILLE — For decades, Macy’s department stores have been the place to find high-end clothing and products. Now, Macy’s is offering those same name-brand products, but at a bargain price, at the store’s new Backstage outlet.

Macy’s Backstage, new to the Huntington Mall Macy’s, offers customers another way to shop by providing a store-within-store shopping experience featuring significant savings, company officials say. The new outlet store will have approximately 18,300 square feet of retail space and will live on the first level inside the full-line Macy’s.

The grand opening Saturday, April 14, will be celebrated with giveaways for the first 200 customers and special events throughout the day.

Operated by its own buying team, Backstage delivers a constantly changing assortment of on-trend merchandise at 20 to 80 percent off traditional department store prices and encourages customers to return often to find new treasures which are delivered every day, said store manager Austin Roberts.

The selection will include products from both new and renowned brands. The outlet store will also carry apparel and accessory brands not currently available at full-line Macy’s, and each Backstage location is specially curated to deliver the perfect style for each community it serves.

The outlet will also carry products not typically sold in Macy’s, including children toys and shoes, home decor, cosmetics and beauty products, pet supplies and refurbished designer handbags.

Prices are set, meaning the low prices are achieved without the need for coupons, and all products can still be purchased with the use of a Macy’s store card, said Carolyn Ng, Macy’s media relations.

Roberts said the typical Backstage customer is the savvy shopper who wants new but is value conscience.

He said since the soft opening, Macy’s in Huntington has seen an increase in female shoppers under the age of 40.

“When you look at the competition that is out there, what we really offer that is a little different is we are more small scale but it’s a casual environment that you get,” Roberts said. “Another thing that you get with us is we are connected to a Macy’s store. You get the luxury of coming into a huge Macy’s to get everything you need but also get that off-price experience. That’s something that makes us unique.”

Seven free-standing Backstage stores opened in the Northeast and San Antonio, Texas, in 2015 and 2016. In the subsequent years, Macy’s has opened more than 40 store-within-store locations, allowing customers to shop both merchandise offerings in one trip to their local mall. There are currently 53 Macy’s Backstage locations across the United States.

The opening of Backstage at the Huntington Mall allowed Macy’s to hire 10 new employees that are specific to the Backstage portion of the store.