Tuesday, February 3, 2004

Burdines, Macy’s combining names

By VALERIE WHITNEY
NEWS-JOURNAL BUSINESS WRITER

DAYTONA BEACH — The effects of merging Macy’s and Burdines department stores began appearing nationwide last week, including at Volusia Mall.

Sales associates wearing T-shirts in chartreuse, fuchsia and orange heralded the change to Burdines-Macy’s.

So did store banners in the same color with the message, “It’s Now! Burdines-Macy’s Wow!”

The name change also was evident in store gifts boxes and shopping bags.

Both chains are owned by Federated Department Stores Inc., which announced last May that Burdines, which opened in Florida in 1898, and Florida Macy’s stores would combine. It was part of a companywide initiative that merged the Macy’s name with Federated’s regional department chains that also include The Bon Marche, Lazarus and Goldsmith’s, according to the Fort Lauderdale Sun-Sentinel.

Shoppers, however, will notice few immediate changes in the 56 Burdines in Florida including the one at Volusia Mall, as well as the seven Macy’s in the state.

They can still find their favorite sections and brands in the same place.

Luana Chandler, of Daytona Beach, visited Volusia Mall the day the banners went up.

“I think it’s exciting,” Chandler said during an interview outside Burdines-Macy’s.

“I love shopping at Burdines. They have such good sales,” she said, adding the only time she has shopped in a Macy’s department store was during a visit to California.

Among the things customers may notice is an enlarged jewelry line, including more merchandise for men.

Burdines also will eventually get the Macy’s Cellar, its popular cookware and kitchen department, the South Florida newspaper said.

Macy’s, meanwhile, hopes to capitalize on Burdines’ deeper understanding of Florida and matching the needs of the Florida customer, Carey Watson, Burdines’ senior vice president of marketing, said.

Federated is sending new Burdines-Macy’s credit cards to its current Macy’s cardholders.

Burdines cardholders don’t have to worry about replacing their cards.

Did You Know?

Both Macy’s and Burdines started as dry goods stores in what would become major cities – New York and Miami.

Rowland Hussey Macy launched R.H. Macy and Co. at the corner of 14th Street and Sixth Avenue in New York City in 1858.

William M. Burdine opened his first store in 1898 in the fledgling community of Miami.

In 1956, Burdines became part of Federated Department Stores Inc.

On Dec. 19, 1994, Federated merged with R.H. Macy & Co., creating the world’s largest department store company.

Federated opened a Burdines store in Daytona Beach in the early 1990s and now operates more than 400 department stores and 157 specialty stores in 37 states.

Source: Federated Department Stores Web site

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