Macy’s has announced the rollout or expansion of more than 20 brands as part of its Millennial initiative, designed to target consumers ages 13-30.

The initiative was first introduced last spring as a multi-phased strategy to attract and retain customers in the Millennial generation, now America’s largest and most diverse age demographic.

“We have identified Millennials as a priority customer for Macy’s, and we know that growing our relevance for this customer will start with product,” says Jeffrey Gennette, chief merchandising officer, Macy’s. “Over this season and spring 2013, we will be introducing 13 new brands targeted to a cross-section of lifestyles, as well as growing those within our current portfolio that are already passion brands for this customer.”

The strategy centers on two new departments, mstylelab (for customers ages 13 to 22) and Impulse (for customers ages 19 to 30). Using extensive research on the preferences of Millennial-generation customers, the retailer has added new brands and expanding existing lines.

New brands launching over the next year include:

In addition to launching new brands, Macy’s is also expanding existing brands into new categories and at new locations nationwide, including RACHEL Rachel Roy; Else from Joe’s Jeans; Kensie; Material Girl from Iconix Brand Group and Macy’s Private Brands, designed by Madonna; American Rag from Macy’s Private Brands; Inglot Cosmetics; Smashbox Cosmetics; Kipling from VF Corporation; Steve Madden Handbags; and Stussy.

These launches and expansions add to the assortment of brands already carried for the Millennial customer at Macy’s nationwide including Guess, XOXO, Jessica Simpson, Sean John, Armani Jeans, BCBGeneration, Lucky Brand, MAC, Urban Decay, and Bare Escentuals.