Bringing the Outdoors Indoors with DICK’S
Sporting Goods and Miracle-Gro®
STORY at Macy’s (NYSE:M), the always changing “store to
explore” within 36 Macy’s locations nationwide, unveils its second
experiential concept: Outdoor STORY. A collaboration with DICK’S
Sporting Goods and Miracle-Gro®, this adventure-filled story opens
today and runs until September, offering Macy’s customers an
outdoor-inspired playground that places an editorial focus on
entertaining, bringing the outside indoors, as well as recreational
activities. STORY at Macy’s explores the theme through a mix of
curated merchandise from more than 70 brands, dynamic store design,
and community-focused event programming which ranges from indoor
gardening workshops to outdoor activities such as kayaking on the
Hudson River.
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STORY at Macy’s presents Outdoor!
Bringing the outdoors indoors with DICK’S Sporting Goods and
Miracle-Gro®
To bring some outdoor experts to the table, STORY at Macy’s
teamed up with DICK’S and Miracle-Gro. What better way to bring the
outdoors to life than through inspired, exclusive merchandise that
calls you to get outside and then to bring the splendor of nature
to your indoor spaces through a range of plants, indoor gardens and
curated products.
Outdoor STORY marks a set of firsts for Macy’s, as the national
department store partners with the nation’s largest sporting goods
retailer, DICK’S, and the category leader in gardening,
Miracle-Gro, to bring the theme to life. “When Rachel Shechtman,
founder of STORY, came to me with the concept, I paused, because I
wouldn’t have thought about partnering with another retailer to
sell outdoor products at Macy’s. However, as she presented her
ideas and the merchandise her team was envisioning, it made a lot
of sense. I reached out to Ed Stack, chairman & CEO of DICK’S,
knowing that this would be a first for them as well – to share
their exclusive private brand assortment in another major retailer
– but he also saw the creative vision and we had the deal done and
partnership launched in less than two months,” shared Jeff
Gennette, chairman and CEO of Macy’s, Inc.
Outdoor STORY will further support the Macy’s brand experience
team’s ‘test and learn’ approach via a variety of
cross-merchandising strategies and event programming that showcases
the community of each brand. “I think people may be surprised and
intrigued by our partnerships, and that is exactly what we wanted.
We want to show both consumers, as well as businesses, that
collaboration is the new competition; bringing together brands as
storytellers to add authority and authenticity to a subject matter,
like we are doing with DICK’S and Miracle-Gro, benefits both the
customer and the business,” commented Rachel Shechtman, Macy’s
brand experience officer and founder of STORY. As the retail
industry continues to evolve, Shechtman noted that, “The timing
felt right to lean on each brand’s respective strengths to empower
new modes of collaboration and learning.”
DICK’S Sporting Goods
STORY at Macy’s signature, collaborative DNA is further
expressed through the first-of-its-kind partnership for Macy’s and
DICK’S. The sporting goods retailer will come to life inside STORY
through a highly curated mix of apparel and hard goods from DICK’S
own private brands, Alpine Design and Field & Stream, making
this their first debut at another major retailer. “We see this
retail collaboration between Macy’s, Miracle-Gro and DICK’S as a
way to showcase how three very different American-made companies
can come together to create a unique shopping experience for all
customers. We wish to thank the entire STORY team for thinking of
DICK’S first when seeking an outdoor partner for this summer
outdoor collaboration,” said Stack.
Miracle-Gro
Outdoor STORY brings nature indoors with a range of products and
events that leverage the power and expertise of Miracle-Gro. All 36
STORY at Macy’s locations will feature the newly launched
Miracle-Gro® Twelve™ Indoor Growing System, an easy-to-use,
hydroponic unit specifically designed to blend seamlessly with
existing home décor while growing a wide variety of foods like
lettuce, kale, basil and mint indoors. Harvesting your favorite
fresh veggies and herbs year-round has never been easier! The
Miracle-Gro® Twelve™ Indoor Growing System will be sold in-store
and online at www.macys.com/outdoorstory.
In addition to furniture that grows, STORY at Macy’s shoppers
will be able to purchase a range of live plants to highlight
favorite spots in their home and living spaces. Outdoor STORY will
serve as an experiential teaser campaign for Greendigs, a new
online brand with a mission to make the spaces in your life better
with plants. Backed by the power of ScottsMiracle-Gro® and a
designer’s eye, Greendigs is about inspiring people to find, care
for, and grow plants in and around their homes. This Macy’s curated
selection of plants, planters, and other plant care items was
designed to make growing and caring for plants simple. Greendigs
will officially debut in the fall, following its STORY at Macy’s
test run. “We are always innovating at ScottsMiracle-Gro with new
products like Miracle-Gro Twelve and new ways to reach new
consumers like STORY at Macy’s. Plant care is our business,
creating real world and digital opportunities to inform consumers
about how to care for the plants in their lives is what we do.
Bringing the outside in with Outdoor STORY is a brilliant approach
to introduce our new solutions like Miracle-Gro Twelve and new
brands like Greendigs to consumers,” said Patti Ziegler, chief
Digital and Marketing Services Officer, ScottsMiracle-Gro.
DICK’S Sporting Goods and Miracle-Gro were attracted to the
opportunity to bring their respective brands to life in a
highly-shareable setting, a defining feature of STORY at Macy’s, as
recently evidenced by its launch concept, Color STORY. David Stark
Design once again brings an ambitious creative vision to the
spaces, taking customers on an outdoor adventure through lush
greenery, playful landscapes, and endlessly Instagram-friendly
moments, including kidpreneur Mikaila Ulmer’s Me & the Bees™
lemonade stand at Herald Square. After the success of its popular
spectrum installation in Color STORY, Current by GE will be back
for Outdoor STORY. For this theme, Current by GE’s Tetra contour
lighting will highlight ‘greenhouses’ on the main floor of Herald
Square, guiding customers through a fauna circus on the
mezzanine.
At all locations nationwide, STORY will host a range of dynamic
indoor and outdoor activities!
EVENTS
Over the span of two months, STORY at Macy’s will program more
than 250 events taking place at 36 locations nationwide. The events
will spotlight local experts, while bringing the values of DICK’S
Sporting Goods and Miracle-Gro to life through hands-on workshops
and outdoor activities. Highlights include herb garden planting,
planter customization workshops, terrarium making classes, tie-dye
t-shirt making tutorials, cornhole tournaments and barbecue cooking
classes that will feature a make your own custom BBQ sauce
station.
Below are some of the community event highlights:
Saturday July 13, noon to 5 p.m.
Pick Up Games with DICK’S Sporting Goods. Press play and
join us for a festival of summer games with the ultimate cornhole
tournament. We're bringing the outdoors in and playing this
backyard favorite to give you a chance to compete for fun
prizes.
Wednesday, July 24, 6:30 p.m.
Floral Pressing + Journal Making Workshop with
Miracle-Gro. Creativity is in bloom! Learn to use nature as a
means of self-expression and to press flowers like a pro. Each
guest will start a journal at this workshop and will be able to
continue the lesson as they add their own flowers in the
future.
Wednesday, July 31, 6:30 p.m.
Herb garden planting & customization workshop with
Miracle-Gro. Roll up your sleeves and create your own
customized mini herb garden at this hands-on workshop. Choose your
edible herbs, decorate your pots using paint, tape, and chalk, and
take home your very own mini garden.
Wednesday, August 7, 6:30 p.m.
Bottle Service BBQ Sauce making. Join us to turn up the
heat and discover how to combine ingredients to create your very
own BBQ sauce. We'll be experimenting with flavor profiles, spices,
and bases to create the ultimate summer sauce at this hands-on
cooking workshop.
Wednesday, August 14, 6:30 p.m.
Terrarium Building Bar with Miracle-Gro. Bring the desert
vibes indoors! Create a customized terrarium at our build your own
terrarium bar and choose from an assortment of mini cacti and
succulents and learn everything you need to know to keep your
plants healthy and happy.
Saturday, August 17, 3 p.m.
Up, Up and Away: Kite Customization. Join us for this
hands-on customization workshop and add your personal touches to
ensure your kite stands out in the sky.
Saturday, August 24, 3 p.m.
DIY Days: Plant and Flower Tie-dye Workshop. Draw color
from the earth and tie-dye basics using natural dyes and flower
petals. Craft your own one-of-a kind tie-dye wonder using beets,
turmeric, and indigo. Plus, add unique patterns by folding colorful
petals into the mix.
For more information on STORY at Macy’s locations and for a
listing of events by store, please visit macys.com/STORY.
Outdoor STORY launches today at all STORY at Macy’s
locations:
● Macy’s South Coast Plaza – Costa Mesa, CA
● Macy’s Newport Fashion Island – Newport Beach, CA
● Macy’s Stoneridge – Pleasanton, CA
● Macy’s Union Square – San Francisco, CA
● Macy’s Westfield Valley Fair – Santa Clara, CA
● Macy’s Boca Raton Town Center – Boca Raton, FL
● Macy’s Dadeland – Miami, FL
● Macy’s Orlando Millenia – Orlando, FL
● Macy’s Lenox Square- Atlanta, GA
● Macy’s Perimeter – Atlanta, GA
● Macy’s State Street – Chicago, IL
● Macy’s Woodfield – Schaumburg, IL
● Macy’s Castleton Square – Indianapolis, IN
● Macy’s Fayette – Lexington, KY
● Macy’s Ridgedale – Minnetonka, MN
● Macy’s Las Vegas Fashion Show – Las Vegas, NV
● Macy’s Bridgewater – Bridgewater Township, NJ
● Macy’s Freehold – Freehold Township, NJ
● Macy’s Short Hills – Short Hills, NJ
● Macy’s Willowbrook – Wayne, NJ
● Macy’s Brooklyn – Brooklyn, NY
● Macy’s Roosevelt Field – Long Island, NY
● Macy’s Herald Square – New York, NY
● Macy’s Queens Center – Queens, NY
● Macy’s Cross County – Yonkers, NY
● Macy’s Kenwood Towne Centre – Cincinnati, OH
● Macy’s Easton Town Center – Columbus, OH
● Macy’s Polaris Fashion Place – Columbus, OH
● Macy’s Center City – Philadelphia, PA
● Macy’s Ross Park – Pittsburgh, PA
● Macy’s Northpark Center – Dallas, TX
● Macy’s Houston Galleria – Houston, TX
● Macy’s Memorial City – Houston, TX
● Macy’s Bellevue – Bellevue, WA
● Macy’s Alderwood – Lynwood, WA
● Macy’s Metro Center – Washington, D.C.
About STORY
STORY is a retail concept that changes every few months to bring
a new narrative experience to life through curated merchandise and
event programming. The ever-changing experience began in 2010 in
New York City, where STORY operated as an independent small
business for seven years and pioneered a retail as media business
model that changed every eight weeks to open a new theme while
engaging brands as sponsors for each themed story. Macy’s acquired
STORY in 2018 and its founder, Rachel Shechtman, now serves as
Macy’s brand experience officer. STORY relaunched in spring of 2019
as STORY at Macy’s. Visit macys.com/STORY for more information.
About Macy’s
Macy's is America’s store for life. The largest retail brand of
Macy's, Inc. (NYSE:M) delivers quality fashion at affordable prices
to customers at approximately 640 locations in 43 states, the
District of Columbia, Puerto Rico, and Guam, as well as to
customers in more than 200 international destinations through
leading e-commerce site macys.com. Macy's inspires fashion
exploration and discovery through the most desired family of
exclusive brands for her, for him, for the home, and via our
dynamic mobile and social platforms. We know the power of
celebration, demonstrated through decades of memorable experiences
created during Macy's 4th of July Fireworks® and Macy's
Thanksgiving Day Parade®, as well as spectacular fashion shows,
culinary events, flower shows, and celebrity appearances. Macy's
flagship stores – including New York City’s Herald Square – are
internationally renowned and preeminent destinations for tourists.
With the collective support of our customers and employees, Macy's
builds community and helps make a difference in every market we
serve, supporting local and national charities by giving nearly $50
million each year, plus 146,000 hours of volunteer service. For
more than 160 years, Macy’s has, and continues to, make life shine
brighter for our customers, colleagues, and communities.
For Macy’s media materials, including images and contacts,
please visit our online pressroom at macysinc.com/news-media.
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Radina Russell 646-429-7358 Radina.Russell@macys.com
Orlando Veras 646-429-7450 Orlando.Veras@macys.com
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