Just in time for the back-to-school season, Macy’s has relaunched Epic Threads, its private brand for kids, at all Macy’s stores and on macys.com and the Macy’s app.
“The brand is all about showcasing children’s optimistic world where imagination rules and kids can be kids — comfortable and confident in their favorite outfits,” said Emily Erusha-Hilleque, Macy’s senior vice president of private brands. “This collection was designed and inspired by kids, and features vibrant, durable and versatile styles.”
For the past couple of years, Macy’s has been overhauling its stable of 25 private brands, which last year accounted for about 16 percent of the retailer’s volume. At one time, private brands accounted for 20 percent of Macy’s volume, though recently there’s been some softening in certain labels. Macy’s executives believe that by “reimagining” the portfolio — involving getting it more customer-centric, modern and differentiated from label to label — private brands could return to or exceed that 20 percent level.
“Watch for new styles to hit each month in our ready-to-wear brands, a new men’s brand that will be added to the portfolio this fall, and exciting work in our home portfolio early next year,” Erusha-Hilleque told WWD.
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Macy’s private brand renewal strategy started taking off in the public eye last summer when On 34th, a collection of classics, wardrobe staples and special pieces, was unveiled. Last February, Macy’s launched “State of Day,” a collection of innerwear, sleepwear and what executives refer to as “restwear.”
For Macy’s, Kohl’s, Target, JCPenney and other mass merchants, private brands are critical because when they resonate with shoppers, they bring in higher margins than market brands, can be perceived as offering greater value and lower prices than market brands and can provide an air of exclusivity. Some of the larger volume private brands at Macy’s are INC, Charter Club, Style & Co., Hotel and Alfani.
According to Erusha-Hilleque, the new Epic Threads was inspired by kids and caregivers and learning what they wanted. “This brand is designed to let kids be kids, as they explore, expand their world and grow. We built this brand with a kids mindset, and our team spent hours with kids and caregivers, sharing spaces and gathering values that were important to them. Caregivers were seeking style and solutions that are comfortable, and durable across all occasions, and kids wanted clothing that was ready for adventure.
In revamping Epic Threads, comfort and durability were priorities, Erusha-Hilleque said. “Fabrics have an easy stretch, soft hand-feel, and coverage that allows kids to move throughout their day. We enhanced our durability to ensure this brand could withstand wash after wash, and pieces were constructed to last. All of our fabrics are soft to the touch, made for movement and daily activity. You will find sweater knits, brushed twills, fleece, french terry, cotton jersey, denim and cozy sherpa.”
The collection also has “vibrant color, expressive artwork, fun art techniques and novelty features that make kids smile,” Erusha-Hilleque said. Shine, texture, sequins and tulle are also components, she added.
Epic Threads targets ages 2 to 12. Sizing is divided by toddler (2T-4T) and kids (5-20).
The collection has more than 200 stock keeping units in apparel, outerwear, swimwear and accessories that mix and match. There are basics, fashion and seasonal items, including T-shirts, dresses, pants, hoodies and outerwear. Prices range from $10 to $50.
Asked what other private brands across the portfolio are being remade, Erusha-Hilleque didn’t specify any but said, “We continue to evaluate our private brand portfolio — adding, refreshing or replacing brands through 2026. Our goal is to build a relevant, design-focused, customer-led and modernized private brands portfolio. The depth of our work is reflected in deep-rooted research where we are listening to our customers and putting them at the center of our strategy.”
