It's Showtime for Macy's Backstage

Macy's (NYSE:M) debuts its new off-price retail brand, Macy's Backstage, today, raising the curtain simultaneously on three New York City metro area stores opening in Brooklyn, Queens and Long Island, with three more slated to open in 2015 for a total of six stores. The fourth location will be unveiled in New Hyde Park, Long Island on Sept. 19, with the remaining two in Fordham, Bronx, and West Orange, New Jersey, opening in late fall. With the spotlight cast on stylish savings, fabulous finds and designer deals, Macy's Backstage will bring the best of the Macy's department store brand mixed with the fun of bargain shopping at an outlet.

Premiering first in Sheepshead Bay, Brooklyn; Elmhurst, Queens; and Melville, Long Island; Macy's Backstage makes a grand entrance into the retail outlet arena with an entertaining store concept that caters to shoppers' fashion whims as it fuels their thrill of the treasure hunt. A cross between a department store and an outlet, Macy's Backstage elevates the neighborhood off-price experience with its creative take on shopping, delivering an all-access, VIP pass to fashion and savings. Staffed by the Backstage Crew, a stellar cast of sales associates and store management teams, Macy's new discount destination will entertain, surprise and delight.

Macy's Backstage sets the stage in dramatic fashion for the best bargain-hunting adventures and fashion finds in off-price shopping. Fashion, home, cosmetics, gifts, activewear and jewelry will have a starring role on the selling floor, and at great savings! Taking "Center Stage" on the red carpet is a special dedicated space in the store where the latest trends, themes and styles get top billing to inspire the shopper. Macy's Backstage is designed to showcase new merchandise for the daily, weekly or monthly shopper, refreshing its offerings with speed and style.

"As a new business venture for Macy's, we are ecstatic about our debut of Macy's Backstage. It is exhilarating to create an exciting and entertaining destination for the customer who loves to shop, and loves a bargain even more," says Vanessa LeFebvre, senior vice president/general merchandise manager of Macy's Backstage stores. She adds, "Macy's Backstage is for the shopper who is always on the hunt for a deal, where time, convenience and money are a commodity."

As the newest member to the iconic Macy's family of brands, Macy's Backstage will offer the bargain shopper the opportunity to experience the full magic of Macy's in a more intimate venue. Ranging in size from 25,000 to 35,000 square feet, the smaller format will allow shoppers to spot the latest trends and score the best deals in an easy-to-shop store environment.

Under the direction of its own team of buyers, planners and merchandisers, Macy's Backstage will offer a wide selection of merchandise from the previous season, as well as fresh merchandise from new brands and internationally-recognized labels. Celebrity brands will make a special appearance and dressing like a superstar becomes a reality. Keeping an eye out for great finds and spotting trends, the Macy's Backstage team will curate each store to the fashion styles of the community it serves. Savvy shoppers will have a second chance to buy the sweater, handbag, dress and shoes they missed from last year, as well as new merchandise from the most coveted, cutting-edge designers, all at 20 percent to 80 percent off original or comparable merchandise.

In addition to a wide range of men's, women's and children's apparel, shoes and accessories, housewares and home textiles, Macy's Backstage will feature an expanded assortment of home decor, bath and beauty products, including nail and hair care, as well as toys, tech, gadgets and more. The Backstage beauty shopper will be able to sample, experiment and play with cosmetics and fragrances in the open-sell Beauty section featuring premium beauty brands. Whatever shoppers are on the hunt for, they are sure to find it and more, for less.

Amenities will be the headliners at Macy's newest production. A suite of dressing rooms for a shopper's inner star to be born will feature three-way mirrors for a full fashion review. Convenient mobile check-out stations will be positioned outside the dressing suites for the customer on the go. Customers will be inspired to "Pin, Snap and Share" their looks on #macysbackstage. Other amenities include free Wi-Fi, "Juice Bars" ? designated charging stations ? and accessible parking.

Each location will be outfitted with a Sunglass Hut outpost, and each store will have something different and signature to offer. Both the New Hyde Park and Sheepshead Bay locations will house a Fur Salon, and shoppers in Brooklyn will enjoy the first-ever Macy's Taste Bar Café in New York. The eatery will feature a Macy's menu of signature salads, soups and sandwiches complementing Starbucks "We Proudly Brew" program of coffees and treats. The Café will open in the coming weeks with additions to the menu including beer and wine.

Shoppers will be able to use their Macy's credit card and earn Plenti points at all locations. Each store will continue the My Macy's momentum with a community charity partner that will benefit from Macy's fundraising initiatives. Debuting for the first time will be Give Backstage that will raise funds at check-out for local charities adopted by the new stores.

The Give Backstage program will enlist customers to donate $1 or more at the register with 100 percent of the donations going to the store's selected charity until Nov. 1. Macy's Backstage at Sheepshead Bay charity of choice is Brooklyn Public Library's Sheepshead Bay branch with Macy's Backstage at Queens Place supporting the Variety Boys & Girls Club of Queens, Inc. Macy's Backstage at Melville Mall will support Big Brothers and Big Sisters of Long Island, while its Nassau County counterpart Macy's Backstage at Lake Success Shopping Center will benefit the Ronald McDonald House of Long Island.