Dive Brief:

• Macy’s has tapped online college and dorm supplies e-retailer Dormify to create an exclusive bedding line for the department store.

• The move brings Dormify’s first brick-and-mortar venture and, for Macy’s, an appeal to younger millennials.

• Dormify was founded four years ago by a mother-daughter team and offers stylish mid-priced dorm room supplies like bedding and organization supplies.

Dive Insight:

Much of the success of back-to-school retail sales in recent years has been in the college and dorm-room supplies business rather than in apparel and supplies for younger kids. Dormify’s stylish, affordable curation approach to dorm-room supplies could be a good fit for Macy’s.