Macy’s Focuses on Activewear

Macy’s is continuing to grow its presence in the activewear market in an effort to enhance its appeal with Millennial consumers.

The retailer has announced plans to expand its athletic apparel assortment–which will include Nike, The North Face, Under Armour, Calvin Klein Performance and Ideology–to more stores this fall, and will add Helly Hansen offerings in select locations.

The news follows Macy’s partnerships with Finish Line, which launched last fall, and LIDS, which was announced last month.

The retail is also planning to add omnichannel kiosk technology at its brick-and-mortar locations across the U.S. that will allow customers to access its activewear brands from any store.

“As we continue challenging ourselves to better serve the evolving needs of Macy’s current and future customers, it became clear that active apparel presented an opportunity for growth,” says Jeff Gennette, chief merchandising officer, Macy’s. “Our customer insights show that our Millennial customers have significant crossover in shopping active where we have the assortment, so we believe that satisfying his and her total lifestyle must involve more fashion and function in our active offerings. We are working with the best brands in the category to bring our customers exciting merchandise that will serve their athletic interests in all endeavors–from the yoga studio to the weight room, to hiking and rock climbing.”