Colorado shoppers no longer have to trek to Las Vegas or New York to pick up eco-friendly wooden toys by FAO Schwarz or the retailer’s storied plush animals.
Shoppers need not look farther than the nearest Macy’s, as the 150- year-old department-store chain and the grandfather of toy stores have gone into business together.
An exclusive agreement between the two entitles Macy’s to carry FAO merchandise and gives FAO coveted retail space in up to 275 Macy’s stores this fall and 685 within two years.
On Tuesday, Macy’s stores in Denver’s Northfield and Cherry Creek shopping centers opened their FAO stores. By the weekend, all Colorado Macy’s stores will have FAO stores completed and open to shoppers, said Andy Vecchio, director of stores and regional vice president for Macy’s.
“It was a natural partnership for us because of the reputation of FAO and what they represent: quality, heritage and fun,” Vecchio said.
The “store-within-a-store” concept has gained traction lately with Lands’ End in Sears, Sephora in J.C. Penney and, locally, Brunello Cucinelli in Andrisen Morton.
Retail experts say the move does not always produce a home run. But FAO and Macy’s have symmetry, and it could go well, said Britt Beemer, a retail analyst and marketing specialist in Charleston, S.C.
“The whole thing is dramatic because it’s one thing Macy’s can do to get customers back,” Beemer said. “I think if the price point is right and there is a way to market them, the concept is strong and it does have validity. ”
Macy’s marketing campaign begins Saturday, and Vecchio said the arrangement will benefit both retailers. For instance, it allows Macy’s to capture FAO loyalists who may not shop at Macy’s and introduces Macy’s shoppers to FAO toys, he said.
The FAOs inside Macy’s range in size from 200 to 300 square feet at most stores, including Northfield, to 1,000 to 3,500 square feet at other sites.
“Macy’s is the perfect partner to bring the FAO Schwarz experience back to local communities,” said Edward Schmults, chief executive of FAO Schwarz.
At Northfield, nearly as soon as the FAO Schwarz shop was set up, Dominic Ortiz, 2, and Lila Kelly, 18 months, hopped on the Big Piano set up on the floor and pet the plush Patrick and Penelope dogs, signatures of FAO.
“It’s nice that there are toys here now,” said Jesika Ortiz, Dominic’s mom.
Other toys include baby dolls, a remote-control firetruck, Eebee plush dolls, wooden toys and classic FAO items such as a jack-in-the-box.
Elizabeth Aguilera: 303-954-1372 or eaguilera@denverpost.com
By the numbers
275
Macy’s stores that have FAO Schwarz departments this fall; the arrangement calls for that to expand to 685 within two years
Two for one
The store-within-a-store model is a growing one:
Sears: Mail-order clothier Lands’ End has space in Sears stores
Macy’s: Toy legend FAO Schwarz has floor space in the venerable retailer
J.C. Penney: Cosmetics producer Sephora sets up shop in Penney stores
Andrisen Morton: Italian clothier Brunello Cucinelli is in the Cherry Creek shop
