Macy’s will open Valley’s first Backstage outlet on second floor of the Visalia Mall store
By Reggie Ellis @Reggie_SGN
VISALIA – Macy’s at the Visalia Mall will have a whole new look next month.
The store will hold a soft opening of its new Backstage outlet concept on the second floor of the Visalia location on Monday, June 4 followed by a grand opening on June 16. Store manager Raul Diaz said the grand opening will include giveaways for the first 200 customers at the store within a store.
“We are very excited to be the first Backstage location in the Central Valley,” Diaz said. “The next closest locations are in the Bay Area and then Southern California.”
Backstage will encompass about 14,000 square feet of the store’s second floor and will have a separate entrance on the south side of the store. Macy’s Backstage offers fashion-loving customers another way to shop at Macy’s by providing significant savings on top-quality products. Backstage selection will include fresh product from both new and renowned brands. The outlet-style store will also carry apparel and accessory brands not currently available at full-line Macy’s, and each Backstage location is tailored to deliver the more style for each community it serves. Shoppers can expect to save on apparel for men, women and children, as well as find deals on an assortment of housewares, home textiles and decor, cosmetics, hair and nail care, gifts, jewelry, shoes, designer handbags, accessories, and activewear.
“This store is for people who like the thrill of the hunt for a good deal,” Diaz said. “It will make finding deals easier with simplified pricing without the need for coupons.”
Macy’s advertised the jobs in early April and have since filled most of the positions. Diaz said the Backstage concept has increased hiring by 10% or about 2,000 additional executives and sales associates.
“I hope the community will embrace the new store,” said Diaz who has worked for Macy’s in the Valley for nine years, the last three as store manager of the Visalia Mall location.
Backstage was coined by Macy’s employees who were asked to send in ideas on what to name the off-price store. More than 2,000 executives and associates submitted names to Macy’s marketing department. “Backstage” was chosen because the company’s flagship store, Herald Square, is synonymous with Broadway and produces iconic shows like the Macy’s Thanksgiving Day Parade and Macy’s Fourth of July Fireworks. The theme is evident throughout the store too – fitting rooms are known as “dressing rooms” and come complete with a star outside the door, and sales associates are referred to as “Backstage crew.”
The Visalia Mall Macy’s is part of an expansion of Backstage locations in southwest and northwest announced by Macy’s Inc. on April 30. The company opened approximately 20 Backstage locations in the first quarter of this year as part of its previously announced plan to open 100 locations within existing Macy’s stores by the end of 2018. The company’s initial Backstage stores were clustered in the Northeast.
“Our customers are thrilled about the Macy’s Backstage shopping experience,” said Michelle Israel, Macy’s senior vice president of off price. “Macy’s Backstage brings great deals, the thrill of the hunt and fun into our existing Macy’s locations. The focus on value and newness guarantees that with each visit, shoppers will find a compelling assortment of recognizable brands, trends and deals. We’re pleased to be expanding the Backstage shopping experience across all of our regions, including to the West Coast.”
Macy’s, Inc. is one of the nation’s premier retailers. With fiscal 2017 sales of $24.837 billion and approximately 130,000 employees, the company operates more than 690 department stores under the nameplates Macy’s and Bloomingdale’s, and approximately 160 specialty stores that include Bloomingdale’s The Outlet, Bluemercury and Macy’s Backstage. Macy’s, Inc. operates stores in 44 states, the District of Columbia, Guam and Puerto Rico, as well as macys.com, bloomingdales.com and bluemercury.com. Macy’s, Inc. has corporate offices in Cincinnati and New York.