Today, New York-based Department Store Macy’s introduces its new Macy’s-owned Brand (private brand), On 34th, a women’s apparel and accessories collection of classics made for modern life. Designed for women, by women, the 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 34th is the first new brand unveiled as part of the retailer’s reimagined customer-centric private brands portfolio. On 34th will be available at Macy’s stores, online at Macys.com, and through the Macy’s mobile app starting on August 17th, with On 34th shoes launching in spring 2024.

“Macy’s is thrilled to officially introduce our newest private brand, On 34th. 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 re-imagination, 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 private brand portfolio represented roughly 16% of sales in fiscal 2022 and historically it has been as high as approximately 20%, a level they believe can be achieved longer-term. The company’s private brand re-imagination is built upon three key pillars—brand stewardship, design with intention and executed with attention, and a meaningful value equation. Macy’s portfolio re-imagination includes adding, refreshing and replacing brands and will run through 2025. On 34th is the first of four new brands that will be introduced as part of this re-imagination.

“On 34th 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 34th 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.”

Redefining Classic Wardrobe

On 34th is where real style meets real life. The brand is defining the new classic wardrobe, introducing enough “wow” to inspire the modern woman to escape the ordinary and run her world. The collection is her wardrobe BFF, ensuring she stays relevant, confident, and cool – all while delivering outstanding value through pricing, design, and exceptional quality.

The collection has over 750 SKUs and over 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.

Customer-Centric Brand

The customer’s voice is at the center of Macy’s-owned Brand re-imagination. For the last two years, Macy’s has conducted extensive research, with over 100,000 online surveys, 35 days of digital community engagement, and hundreds of hours of in-store fit research and shop-along. By listening to customers and putting them at the center of its strategy, Macy’s will deliver great fit, quality, and compelling value.

On 34th reflects Macy’s research into how women want to dress for modern life – which is busy, full of different events, and requires tremendous versatility.

Designed with Intention and Executed with Attention

Macy’s is going from curator to creator as this original design has been developed to anticipate, delight, and support women. The On 34th collection design delivers quality, style, value, and inclusivity for the modern woman – it’s designed to accentuate and flatter across all body types. The collection features high-quality pieces that are simple and incorporate captivating colors and prints. On 34th design strikes a balance between classic and contemporary, with enduring, uplifting, functional, and beautiful fabrics.

Through Macy’s, Inc.’s social purpose platform, Mission Every One, Macy’s is on a mission to embed sustainability across its value chain. Macy’s sustainability program is anchored on two commitments: caring for the people making its products and managing its environmental impact. On 34th was designed with these commitments top of mind.

About On 34th

Macy’s is proud to be an iconic brand sitting in the middle of one of the most exciting and dynamic cities in the world, but for us, the energy and dynamism come from the people who walk the streets around us, and they hail from all over the country and the world. Our brand was conceived and designed for and with women. On 34th sits at the intersection of where real style meets real life.