Macy’s Inc. has purchased Story, a concept store in New York City, for an undisclosed sum. The retailer has also hired Shechtman, Story’s founder and CEO, as its brand experience officer. Shechtman, who reports directly to Macy’s President Hal Lawton, will be focusing on ways to enhance the in-store customer experience with the Macy’s brand, and Story gets an opportunity to come to life in a new format.

Shechtman calls Story a cohesive storytelling retail model that takes the point of view of a magazine, changes like a gallery and sells things like a store. Every four to eight weeks, the space will reinvent itself – from the design of the store to the merchandise – to highlight a new theme. Story is about experience, engagement, and collaboration and brand partnerships, Shechtman says.

“Rachel is a unique and innovative voice in retail, and we are thrilled to have the Story team join the Macy’s family,” said Jeff Gennette, CEO and chairman of Macy’s Inc. “Bringing Rachel’s perspective to the table will help create more-enriched and engaging in-store experiences and brand activations. We are committed to growth in 2018, and this is one important step along the way.”

Story will continue rotating new themes at its location in New York City's Chelsea neighborhood.

“It’s exciting to have a national stage to leverage Story’s learnings and relationships to create impact at scale,” Shechtman said. "I’m energized by the opportunity to further build new customer experiences across the Macy’s portfolio while also continuing to pursue new business models and brand partnerships."