When Rachel Schectman founded Story, she wanted to create a space for experimenting with retail. At a time when many people were skeptical about the future of physical retail, Schectman believed, and proved, that a carefully curated retail experience could be successful. But a few years into a continuous cycle of revamping the store every other month, she wanted to find something bigger. So in spring of 2018, after weighing a few other possibilities, Schectman agreed to an acquisition by Macy's and, at the same time, became the retailer's first brand experience officer. Macy's inaugural Story pop-up, which was color-themed, launched in 36 Macy's doors earlier this year. This week marks the launch of their second concept, Outdoor Story, which includes brand partners such as Dick's Sporting Goods and Miracle-Gro and can be found in select Macy's stores through September. In this week's episode of The Glossy Podcast, Schectman discusses why Macy's was the right partner for her, what it's like running a new concept within the company and how she uses her experience in small business to inform how she manages brand partnerships.

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