Macy’s to Produce Private Apparel Brand

On 34th will debut with women’s apparel and accessories, with shoes in spring 2024.
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License Global

July 21, 2023

Macy's Apparel Brand
Macy's Apparel BrandMacy's


has announced its new private brand, On 34th, a women’s apparel and accessories collection of classics. Designed for women by women, the collection features wardrobe staples, like pants and special pieces, like sequin skirts.

On 34th is the first new brand unveiled as part of the company’s reimagined customer-centric private brands portfolio. On 34th will be available at Macy’s stores, and through the Macy’s mobile app starting Aug. 17, with On 34th shoes launching next spring.

“Macy’s is thrilled to officially introduce our newest private brand, On 34th,” says Nata Dvir, chief merchandising officer, Macy’s. “We have spent the last two years listening to customers and creating a brand that reflects how women want to dress for modern life. The heartbeat and voice of the customer are infused in all that we do, and we know that our customer loves great brands that deliver on our promise of quality, style and value. Through our private brand reimagination, one of our five Macy’s, Inc. growth vectors, we have the opportunity to reinforce our legacy while evolving and refreshing our portfolio.”


private brand portfolio represented roughly 16% of brand sales in fiscal 2022, and historically it has been as high as approximately 20%, a level the company believes can be achieved longer-term. The company’s private brand reimagination is built upon three key pillars – brand stewardship, design with intention and execution with attention. Macy’s private brand portfolio reimagination includes adding, refreshing and replacing brands and will run through 2025. On 34th is the first of four new brands to be introduced as part of this reimagination.

“On 34th was created with inspirational and modern design, informed by the voice of the customer, and built for real life,” says Emily Erusha-Hilleque, senior vice president, private brands, Macy’s “This new brand is designed by women for women who run their world, with confidence and joy. The launch of On 34th is an important milestone in Macy’s journey to elevate and reimagine our private brand portfolio, which is designed with intention and executed with attention. We are developing unique and relevant product design that is distinctively aligned to brand DNA and infused with multiple points of inspiration, data and the intuition of a talented team, all in service of fostering brand love for Macy’s.”

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