Macy’s Launches Private Label Brand On 34th

NEW YORK — Macy’s has unveiled a new private label brand, On 34^th, a women’s apparel and accessories collection. Macy’s flagship store is located at 34th Street in Manhattan.

Designed for women, by women, the On 34^th collection features wardrobe staples like the perfect pant and special pieces like the sequin skirt, to make her smile with enough “wow” to inspire women to escape the ordinary and run their world. On 34^th is the first new brand unveiled as part of the company’s reimagined customer-centric private brands portfolio.

On 34^th will be available for purchase at Macy’s stores, online at Macys.com, and through the Macy’s mobile app starting on August 17^th with On 34^th shoes launching spring 2024.

The collection has over 750 SKUs and more than 250 unique styles, designed to be easily mixed and matched to create over 1,000 outfits. Prices range from $18.50 to $299.50 and sizing ranges from XXS to 4X and 0 to 26W.

“Macy’s is thrilled to officially introduce our newest private brand, On 34^th. We have spent the last two years listening to customers and creating a brand that reflects how women want to dress for modern life,” says Nata Dvir, Macy’s Chief Merchandising Officer. “​The heartbeat and voice of the customer is infused in all that we do and we know that our customer loves great brands that deliver on our promise of quality, style and value. Through our private brand reimagination, one of our five Macy’s, Inc. growth vectors, we have the opportunity to reinforce our legacy while evolving and refreshing our portfolio.”

Macy’s offers a compelling blend of market and private brands that empowers its customers to own their personal style. Macy’s private brand portfolio represented roughly 16% of brand sales in fiscal 2022 and historically it has been as high as approximately 20%, a level the company believes can be achieved longer-term. The company’s private brand reimagination is built upon three key pillars—brand stewardship, design with intention and executed with attention, and a meaningful value equation. Macy’s private brand portfolio reimagination includes adding, refreshing and replacing brands and will run through 2025. On 34^th is the first of four new brands that will be introduced as part of this reimagination.

“On 34^th was created with inspirational and modern design, informed by the voice of the customer, and built for real life. This new brand is designed by women for women who run their world, with confidence and joy,” says Emily Erusha-Hilleque, Macy’s SVP of Private Brands. “The launch of On 34^th is an important milestone in Macy’s journey to elevate and reimagine our private brand portfolio which is designed with intention and executed with attention. We are developing unique and relevant product design that is distinctively aligned to brand DNA and infused with multiple points of inspiration, data, and the intuition of a talented team. All in service of fostering brand love for Macy’s.”