Dive Brief:

• Macy’s and matrimonial site​ Zola have launched a partnership that enables couples to register with Macy’s for gifts across the retailer’s bedding, bath, tabletop and home goods via Zola, according to a Jan. 23 press release. 

• Zola users can also shop for more than 2,000 Macy's private label or exclusive products, including bedding, towels, dinnerware and barware, on the bridal site’s mobile app and have access to free shipping, per Zola’s statement. 

• Macy’s will also feature its exclusive products on the Zola platform, including Hotel Collection, Charter Club, Martha Stewart Collection and Lucky Brand Home, according to the press release. Zola developed its technology to allow Macy's to fulfill the orders placed on the platform, the company also noted in a statement.

Dive Insight:

Macy’s collaboration with Zola comes as the retailer undergoes substantial change. Earlier this month, the department store announced plans to shut down 29 stores. For some time, the retailer has been trying to find a winning strategy, which has included scaling back its past brick-and-mortar expansion. 

Macy's has been making changes both online and offline. Back in September, the retailer announced its effort to offer same-day delivery for a limited time. In December 2019, Hal Lawton, the retailer's former president, left to join Tractor Supply. 

As Macy’s tries to balance e-commerce with brick-and-mortar sales, so have bridal retailers. David’s Bridal, for example, announced it had received "firm commitments" for a $55 million investment. The bridal retailer recently introduced its Zoey chatbot.

As with its Story and Market @ Macy's efforts, its Zola partnership presents Macy’s with a way to reach a new digital customer base, much like similar (and more extensive) efforts at Nordstrom. However, the bridal apparel business has been in decline in recent years, and it’s unclear whether wedding registries resonate with today’s consumers as much as they used to. 

"By partnering with Zola, we're adding another way to bring Macy's best private and exclusive products to every couple wishing to say I do," Parinda Muley, Macy's senior director of business development, said in a statement​