Bloomie's expands with new location in Shrewsbury, N.J.

What: Bloomie's, a smaller specialty format of Bloomingdale's, is set to open its fourth location in Shrewsbury, New Jersey, on November 14.

Why it is important: This expansion reflects Macy's strategy to enhance its physical retail presence and cater to local markets by offering a more accessible shopping experience. The new Bloomie's aims to strengthen brand engagement in areas with existing customer bases and high demand for contemporary women's fashion.

Bloomie's, the compact specialty store format of Bloomingdale's, will open its fourth location in Shrewsbury, N.J., on November 14. Situated in The Grove shopping center, this 20,000-square-foot store will exclusively offer women's contemporary fashion, accessories, beauty products, and fine jewelry. It will feature brands such as Mother, Veronica Beard, and Chanel Beauty. The Shrewsbury Bloomie's will also include a grab-and-go version of Forty Carrots, known for its frozen yogurt. This opening is part of Macy’s Inc.'s "Bold New Chapter" strategy, which involves expanding small-format stores like Bloomie's while closing underperforming locations. The strategy aims to increase market coverage and provide convenient shopping alternatives for customers who previously relied on online shopping ortravelledd long distances to full-line stores. The new store will host events like a "winter village" and a holiday bash to attract visitors. Macy’s plans to operate 15 Bloomie’s locations by 2026 as part of its broader retail innovation efforts.