Macys.com Highlights Workshop at Macy’s Alumni
Since its launch in 2011, The Workshop at Macy’s has worked with emerging high-potential minority-and women-owned businesses a chance to succeed and grow in the retail industry – including an opportunity to develop a partnership with Macy's.
Many of our alumni have successfully launched product lines in select Macy's stores and on macys.com, including Verona Collection, Alex Woo, Monif C and Rebdolls. And now, we are excited to offer our customers a new way to shop the collections of the Workshop alumni together in a single place.
The Workshop at Macy's sitelet on macys.com is an online shopping experience that brings the Workshop at Macy's story to life for the Macy's customer. It showcases the Workshop at Macy's talent and distinctive products with the goal of driving sales and raising brand awareness for the participants.
“The macys.com sitelet is such a great opportunity to build on the success of our Workshop participants,” said Sherieka Smallwood-Morgan, Macy's Director, New Licensed and Multicultural Business Development. “The new sitelet, like The Workshop itself, provides a unique platform for the participants to engage with the Macy’s customers, allowing them to experience new products that were previously not available at Macy’s.”
Featuring a striking design, engaging photography and video, the sitelet includes background stories on each company and its founders, including photos, videos, and select products, helping shoppers make a connection with these emerging brands. There is also information on the Workshop at Macy's and a link to its website, where site visitors can learn more about the groundbreaking program and its impact.
“It’s truly a win-win,” said Shawn Outler, Macy's Executive Vice President Licensed Businesses, Food Services and Multicultural Initiatives. “Too often we see high potential talent leave this industry because they lack access to the resources needed to reach to the next level of business success. That's why we started The Workshop at Macy's - to provide knowledge, resources, and tools that will help emerging MWBEs achieve business objectives and sustained growth.
“The new sitelet helps further that goal by connecting these vendors to a broader audience. At the same time, it’s a true success story for the Workshop at Macy's itself. It highlights some of the successes we’ve experienced, and we hope it will inspire more diverse and women-owned companies to apply. It also serves as a testing platform for emerging designers.”
The sitelet launched in June 2018 with six featured alumni- Alex Woo, Verona Collection, Monif C, Loly in the Sky, Rebdolls and 31 Bits and will be continually updated with new vendors and merchandise, according to Smallwood-Morgan.
Since The Workshop at Macy's inception in 2011, more than 100 companies have participated and expanded their businesses based on what they learned in the program – which many call “a life-changing experience.” Some alumni, like Verona, have gone on to establish a vendor relationship with Macy's and some like Mateo New York, have products carried in both Bloomingdale’s stores and on bloomingdales.com. Additionally, UI Global Brands, who participated in the inaugural Workshop program, are now offering products in our new Macy's Backstage stores.
Visit the sitelet on macys.com to learn more about our Workshop at Macy’s alumni and shop their distinctive products.