Macy’s on Friday opened its first Apple Store-within-a-store at its flagship Herald Square store in New York City, making it the first high-end U.S. department store to offer a large shopping area devoted to Apple products. The section is located near the 34th Street entrance to the store.
The new concept is similar to what can be found in Best Buy stores, features four light-color wood tables, and boasts a wide variety of Apple products, including the iPhone, iPad, Apple Watch, and MacBooks.
“This is one of the most sought-after products,” Terry Lundgren, the outgoing CEO of Macy’s, told The Associated Press. “We really cater to women better than most retail stores do. I do think that we are going to end up creating a business that is more female-friendly.
The new concept comes as Macy’s faces six straight quarters of sales in its stores. Macy’s is collaborating with a number of brands to open similar store-within-a-store shops. Macy’s and Luxottica Group have a partnership to open LensCrafters optical shops in as many as 500 stores over the next three years.
The new dedicated Apple area in the store should do well during the upcoming holiday season, as the flagship NYC store usually attracts 35,000 to 40,000 customers per week, and about 75,000 per week during the holidays.