Macy's unveils its new private label, On 34th

The collection will include about 750 articles and 250 unique styles to match.

Macy's has officially unveiled its new private label, "On 34th." This is the first release in the retailer's portfolio following a review of its private label strategy. The program will run through 2025.



The new brand will be on sale Aug. 17 - simultaneously at Macy's in-store and online. The collection will include about 750 articles and 250 unique styles to match.

New pieces under the On 34th brand will be priced from $18.50 to $300, and sizes will range from XXS to 4X and 0 to 26W. The brand will also begin selling a shoe line starting in spring 2024.

The brand's name refers to the address of Macy's flagship department store in New York City's Herald Square. The retailer is also preparing to introduce four more new brands in the near future, revamping its own private label collection. The brand transformation program was launched before the pandemic to attract a new young audience and boost revenue in the fashion segment.

By the end of 2022, private label apparel revenue accounted for 16% of Macy's portfolio. In previous years, this figure reached 20%, and the company expects to reach this figure in the near term.

"On 34th was created with inspirational and modern design, informed by the voice of the customer, and built for real life," the company said. "This new brand is designed by women for women who run their world, with confidence and joy."

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