Macy’s passes FAO test
By Staff -- Playthings, 5/16/2008 8:38:00 AM
NEW YORK—FAO Schwarz will expand its presence at Macy’s department stores this holiday season to nearly 275 locations, the toy retailer said today.
This fall, FAO Schwarz-branded shops of between 1,000 and 3,500 square feet will open in approximately 75 Macy's locations across the country. Another 200 Macy's stores will host smaller FAO Schwarz departments of between 200 and 300 square feet. Plans also call for FAO Schwarz products to be sold on the Macys.com website.
"Macy's is the perfect partner to bring the FAO Schwarz experience back to local communities. Our two brands have a combined history of 296 years of bringing joy and retail magic to consumers," said Edward Schmults, FAO Schwarz CEO. "I am thrilled that, through Macy's, we will be able to offer the FAO Schwarz products to every American family."
FAO’s assortment at Macy's will include its own private label collection in addition to a “select group of brands that have made FAO famous for the last 146 years,” according to the company. Details were not announced.
Long-range plans call for the toy retailer to roll out FAO Schwarz-branded shops to approximately 685 Macy’s stores within the next two years.
The FAO Schwarz store-within-a-store concept was tested last fall at Macy's on State Street in Chicago.
