In an effort to enhance its customer engagement, Macy’s has acquired the  New York City-based concept store Story.

Through the acquisition, Macy’s will focus on new methods of attracting and engaging customers within its brick-and-mortar locations.  

Additionally, Rachel Shechtman, founder and chief executive officer, Story, will join Macy’s as a brand experience officer. In her new role, she will work to enhance in-store customer experiences and develop ways to present Story in a new format. Meanwhile, Story’s chief operating officer, Jenny Shechtman, will assume the role of vice president of operations at Story under Macy’s ownership.

“Rachel is a unique and innovative voice in retail, and we are thrilled to have the Story team join the Macy’s family. Bringing Rachel’s perspective to the table will help create more enriched and engaging in-store experiences and brand activations,” says Jeff Gennette, chief executive officer and chairman, Macy’s.  “We are committed to growth in 2018, and this is one important step along the way.”

Story was founded in 2011 as a cohesive storytelling retail concept that drew from the magazine, retail and gallery world. Every four to eight weeks, everything in the store is reconfigured. The retailer will continue to operate its Chelsea location in New York City.