Macy’s adds to private brand portfolio with And Now This

By

Robin Driver

Published
Jul 19, 2021

New York-based department store operator Macy’s announced the launch of its latest private brand on Monday: And Now This, a label offering men’s and women’s apparel for the “fashion-forward, contemporary shopper.”

 
Striking a balance between a trend-focused aesthetic and affordable price points, the new label’s selection is built around basics that seek to be both wearable and elevated, with a sophisticated touch.
 
Womenswear pieces in the brand’s first collection are meant to be mixed and matched to create looks for any occasion. At launch, the label’s offering includes ribbed dresses, tanks and bodysuits; outerwear, such as jackets and athleisure; casual dresses and denim. Women’s pieces are available in sizes XS-XXL.

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Described as a “capsule of essentials,” the label’s debut menswear offering is made up of basic tees, henley tops, button-down shirts, jogger sets, outerwear, everyday bottoms and denim. Styles are designed to offer a complete wardrobe that will transition with wearers’ needs throughout the year, while colorways cater to both cleaner and more expressive tastes. Menswear pieces can be purchased in sizes S-XXL.
 
“And Now This features elevated essentials for contemporary shoppers looking to dress around trends and confidently express themselves through fashion,” said Durand Guion, vice president for Macy’s Fashion Office, in a release.
 
Macy’s is hosting launch events for And Now This in select stores this month. In New York City, the retailer will offer customers a food truck experience at its Herald Square, Washington Square Park and Madison Square Park locations on July 24. The following day, it’s Chicago’s turn, with Macy’s promising an interactive experience that will involve models showcasing the versatility of the brand’s pieces in the windows of its State Street store.
 
Finally, on July 31, Macy’s South Florida fashion truck will celebrate the brand’s launch at the city’s Art Walk.
 
And Now This joins a private brand portfolio consisting of some 20 labels, including Alfani, First Impressions, Holiday Lane, Karen Scott and Lune+Aster. In February of last year, Macy's revealed that its private brands would be a corner stone of its turnaround strategy moving forward.

At the time, the retailer said that it was on track for its private brands to collectively make up 25% of its total sales by 2025 and revealed plans to transform its popular International Concepts, Alfani, Style & Co., and Charter Club labels into $1 billion businesses. Quite what impact the Covid-19 pandemic has had on these plans is unclear, but the launch of And Now This suggests that the company is still eager to develop its private label offering. 

And Now This is available now on the Macy’s e-commerce website and in select brick-and-mortar Macy’s stores.