Dive Brief:
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Macy’s on Thursday announced a new bedding collection created exclusively by Lucky Brand’s home unit, according to a company press release.
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The line includes a range of duvet covers, comforters, hand-crafted quilts, sheet sets, throws and decorative pillows in what Macy’s called a "relaxed and free-spirited aesthetic," according to the release. Prices will range from $80 to $330 and are available now on macys.com and in 100 Macy’s stores beginning Sept. 15.
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Last week the department store also announced a specially designed fall collection of "throwback denim pieces inspired by the Wild West and Rock ‘n’ Roll" from Levi’s jeans, created for Macy’s in women’s and men's, according to a press release emailed to Retail Dive.
Dive Insight:
Along with merchandising changes that include the department store’s off-price Backstage concession in flagship stores and off-price-style approaches like self-service shoe sales, Macy’s has been announcing a steady stream of exclusively designed collections in apparel and home.
As with Macy's collection from fashion designer Kobi Halperin, announced earlier this month, the Lucky Brand tie-up may be a way to balance its pricing scheme as the department store re-charges its style chops. The small-batch fashion approach — innovated by Target years ago — in which retailers tap high-end designers for the mass market, allows apparel retailers to bump up prices, at least for a limited time, for a limited collection, to a limited extent.
In a statement Thursday, Macy's vice president and Home fashion director Roberson Keffer said the "Lucky Brand Home" collection is well crafted and has a vintage feel. The line includes 100% cotton, textured quilts, throws and coverlets, and decorative pillows made with various techniques. Similarly, the retailer's upcoming Levi's apparel collection for men, women and kids takes a more playful approach, including elements like fringe, embroidery, shiny studs and DIY pin and patch sets.
