Dive Brief:

• In the middle of revamping its merchandise strategy, Macy's on Monday debuted a new private label apparel brand, And Now This. The brand is touted as offering "trend-forward pieces at affordable price points."

• And Now This operates in the ready-to-wear and men's categories, for "the fashion-forward, contemporary dresser," the department store said in a press release. Products include "effortlessly wearable elevated basics and sophisticated pieces" and are aimed at consumers' everyday lives.

• The private label is available on Macy's e-commerce site and also in select stores, with launch parties in New York City, Chicago and Fort Lauderdale, Florida, in late July. 

Dive Insight:

A key part of Macy's Polaris turnaround — announced at the beginning of 2020 — is a revamp of the retailer's private labels, particularly in women's apparel. 

The department store last year revealed its goal of having its private label brands account for 25% of sales by 2025. That included planned overhauls of INC International Concepts, Alfani, Style & Co and Charter Club. At the time, Macy's Chief Merchandising Officer​ Patti Ongman said those private labels were "well on their way" to each becoming a $1 billion brand.

And Now This appears to be another effort to upgrade its apparel offerings to better reflect consumer trends. The ready-to-wear selection is pitched as "of-the-moment pieces," including products like jackets, athleisure, outerwear, tanks, bodysuits and ribbed dresses. It comes in sizes XS to XXL. The men's assortment is targeted to the "on-the-go shopper" and includes a range of basics, like tees, henleys, button-downs, joggers, denim and outerwear. Colorways are meant to address both "simple, clean style" and the "expressive, colorful dresser." It comes in sizes S to XXL.

"And Now This features elevated essentials for contemporary shoppers looking to dress around trends and confidently express themselves through fashion," Durand Guion, vice president of Macy's Fashion Office, said in a statement.

Changes to its apparel offering are only part of the department store's turnaround plan, which was temporarily pushed off course by the pandemic. The retailer's merchandising strategy is shifting in a number of ways to take advantage of in-demand categories, including plans to expand its home offering and enter spaces like pet supplies, toys and fitness.

The retailer's store fleet is also seeing adjustments. Macy's Backstage, the off-price arm of the business, is expected to reach 270 total locations by the end of the year, and the core Macy's stores are undergoing both downsizing and relocating. An additional 125 stores were slated for closure at the beginning of 2020, and the retailer is introducing a more off-mall approach to its remaining fleet.