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Macy’s Picks New Bluemercury CEO as Rightsizing and Revitalization Efforts Continue

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Macy’s has named Maly Bernstein CEO of Bluemercury, effective September 13, 2021, as the retailer continues to refresh its brands and leadership. Bernstein will oversee the growth and strategy of the entire Bluemercury brand both in-store and online, and will report to Tony Spring, Chairman and CEO of Bloomingdale’s.

Bernstein was most recently VP of Ecommerce at CVS Health, and her stint at the retailer included serving as VP of Beauty & Personal Care with the retailer. Bernstein also has worked in the retail and consumer practice at McKinsey & Co.

“Maly’s ability to create connections with consumers through breakthrough platforms that integrate product, service and experience make her a great fit to lead this special and growing brand,” said Spring in a statement. “Maly is a champion for diversity in leadership, people development and data-based insight, and she will leverage the values of the brand to build community and experiences in its neighborhood locations.”

The hunt for a new CEO has been going on for some time. Former Bluemercury CEO and Co-Founder Marla Beck initially announced her plans to leave in 2019 alongside the departure of her husband, COO and Co-Founder Barry Beck. However, she agreed to stay with Macy’s until a new CEO could be found. The Becks had been with Bluemercury for 20 years and stayed on after Macy’s acquired the company in 2015. The retailer peaked at 187 stores in 2019, but has since downsized to 160 locations as Macy’s works to right-size its footprint.

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However, things may be looking up for the mall-based department store: comparable sales across Macy’s, Bloomingdale’s and Bluemercury rose 62.5% in Q1 2021 and digital sales were up 34% compared to the same period the previous year. Some of this growth was attributed to the country emerging from the pandemic, but Macy’s Chairman and CEO Jeff Gennette also credited the brand’s Polaris growth strategy for streamlining and modernizing the company.

Macy’s isn’t resting on its laurels either. The company is planning to launch a new store concept called Bloomie’s in late August 2021 with modern features such as an evolving product lineup, a tech-enabled stylist service model and a restaurant. Macy’s itself also has launched the And Now This brand, which emphasizes contemporary styles for everything from dresses to button-down shirts to athleisure outerwear.

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