The retailer’s daring multi-year endeavor to become a national brand continues to pay off smartly. Macy’s had a great year with a 48 percent increase in net income, culminating in the USD $400 million makeover of its New York flagship. Efforts intensify to attract Millennials and keep stores locally relevant. Over 40 percent of Macy’s merchandise is exclusive, while an outstanding portfolio of private brands accounts for 20 percent of sales. Mobile shoppers remain engaged through a personalized, continuously enhanced multichannel strategy. As its value continues to grow, Macy’s should serve as a guidepost for its category as well as others like grocery that continue to operate a platform of nameplates within a fleet.