An outlet division of Macy’s, “Backstage” will be opening at three area Macy’s this spring. The stores will be created within the existing Macy’s stores at Cumberland Mall in Smyrna, Town Center in Kennesaw and Gwinnett Place Mall in Duluth, as reported by Tomorrow’s News Today. Backstage is being compared to a TJ Maxx, Marshall’s or Homegoods experience.
The Backstage concept debuted in 2015 for Macy’s and has been launched in 22 other locations. The concept is to attract bargain shoppers with their discount items and hope they will venture into the regular price department for more shopping. Backstage will have its own employees, return and exchange policies, will not accept coupons; but will accept Macy’s credit cards.
Backstage stores carry a variety of men’s, women’s and kids’ apparel as well as assorted home furnishings and housewares. Backstage stores will reportedly be stocked with merchandise from different vendors than the full line store and will have a completely different separate buying team.
Sources say that existing merchandise is being redistributed within the store, making room for the new backstage stores. The backstage stores, which will be operated as essentially a “shop in shop,” will measure about 20,000 to 30,000 square feet. Construction is slated to begin next week at all three locations with the company planning to have the backstage stores open by late April or early May.