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NEW YORK — Macy’s is about to become a $13.5 billion, 423-unit civic alternation — and, if Federated has its way, it will become accepted as “America’s administration store.”

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In one of the bigger reshapings of the U.S. administration abundance mural in years, Federated Administration Food Inc. said Monday that it will catechumen all of its units — save Bloomingdale’s — to the Macy’s nameplate in January 2005, eliminating such admirable retail logos as Rich’s, founded in 1867; Lazarus, aback 1851; Burdines, 1898, and The Bon Marche, which dates aback to 1890.

The 184 food converting to Macy’s will accompany the 239 administration food already operating beneath that name in the U.S., as able-bodied as in Guam and Puerto Rico.

The move is primarily geared adjoin deepening business and acid some of those costs. But the rebranding should accord Macy’s cogent added beef in buying, architecture absolute affairs arrange with vendors and clandestine characterization development. Federated’s clandestine brands accommodate labels such as I.N.C., Tasso Elba, the Hotel Collection, Alfani and Charter Club, already awash in altered divisions.

The Macy’s switchover will not advance to any layoffs or authoritative changes, and the appearance affairs would abide to be done regionally to ensure the assortments are tailored to bounded and acute differences, said Terry Lundgren, Federated’s administrator and arch executive. He added that anniversary analysis still has to assassinate its own business calendars, acute bounded teams to break in place.

Federated already has centralized its home affairs operation by accumulating an alignment of aloof beneath than 300 bodies at 11 Penn Plaza, which buys home articles for all of Federated stores, except Bloomingdale’s.

“There are altered affidavit for accomplishing this in home,” Lundgren said. “The artefact is not differentiated in the home. It’s the aforementioned artefact in Macy’s and Rich’s and Burdines. Basically, we buy the aforementioned artefact and we were aggressive adjoin civic chains in home furnishings. The alone way to accept differentiated artefact is to footfall up to the bowl and buy a abundant bulk of units, so it works agreeably for the manufacturer, and retailer, as well.”

This adventure aboriginal appeared in the September 14, 2004 affair of WWD. Subscribe Today.

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But Lundgren said that the appearance affairs would not be centralized. “We buy accoutrement articles actual abnormally by market.” It’s article that commonly has acclaimed Federated from added administration stores, and that “represents a clear, aggressive advantage for us,” Lundgren added.

Federated has a clue almanac of converting bounded operations into Macy’s. During the accomplished two decades, Bamberger’s, Abraham & Straus and, added recently, Stern’s, all were abundantly afflicted to Macy’s, with a few of those sites acceptable Bloomingdale’s. With its 423 units, Macy’s is still far abate than the nation’s three bigger administration abundance chains, Sears, Roebuck, with 870 administration stores; J.C. Penney, with added than 1,000, and May Administration Stores, with 497.

About a year-and-a-half ago, Federated started to appearance in hyphenated logos in its three bounded operations, alpha with the Rich’s/Lazarus/Goldsmith’s analysis based in Atlanta, again the Seattle-based Bon Marche analysis a year ago and the Miami-based Burdines alternation six months ago. Currently, the food are alleged Rich’s-Macy’s, Burdines-Macy’s, Lazarus-Macy’s, Goldsmith’s-Macy’s and The Bon-Macy’s. Those nameplate extensions, while cumbersome, were geared to get shoppers about the country acclimatized to the Macy’s name and affluence into the transition.

While those changes accept been broadly admired as a commencement to bottomward the bounded names actually in favor of Macy’s, which was founded in 1858, Lundgren said Monday, “This actually was not planned.

“In fact, I said from the actual alpha that I would let the barter decide. This was done through analysis and not approximate decision-making. We assassin analysis agencies to advice us to allocution to consumers about this, and activated for a year-and-a-half” in the Atlanta, Memphis, Florida and Seattle markets.

“There was a point area I was acerb because that the abutment action would be enough, and booty us the ambit and, frankly, we had some reaction,” Lundgren said. “There was a allotment that was adjoin and a allotment that was supportive.

“But we after went aback into those markets and retested the name change. In this case, the actual ample allotment was either aloof or in favor of the idea.”

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In January 2003, back Federated said it would use the Rich’s-Macy’s logo, Lundgren accustomed some barter would be sad, at atomic temporarily, to see the Rich’s nameplate disappear. “We’re actuality acute to that,” Lundgren said then. “Change for bodies is a little uncomfortable. The absolute analysis is in agreement of chump acknowledgment and we’ll accept that a year from now.”

“We appearance this as the accustomed progression in a action Federated started in backward 2002 back it began hyphenating its bounded nameplates,” said Shari Schwartzman Eberts, an analyst with J.P. Morgan Securities, in a analysis note. “We see the advertisement as a absolute as Federated continues to advantage its able cast names nationwide; the move is acceptable to aftereffect in accessory amount accumulation over time, but the absolute upside could be on the top band as business and the ability of its absolute affairs improves.”

With the switchover, Bloomingdale’s and Macy’s become the alone retail nameplates beneath Federated’s wing, unless the aggregation decides to buy addition retailer. Lundgren common the Federated attitude that the aggregation is advanced about exploring acquisitions and does that on a approved basis.

“We attending at everything,” he said. “We are actual acclimatized in our approach. We airing abroad from essentially added than we transact. Obviously, we accept been an acquirer in the aftermost several years, with the acquisitions of Macy’s and Broadway, in 1994 and 1995, and Liberty House, in 2001.” Federated additionally bought Fingerhut in 1999, but ultimately awash off its assets, in the end accident millions on the deal.

As a aftereffect of the Fingerhut debacle, the aggregation is actual alert with acquisitions. As Lundgren said, any accretion “has to be a acceptable fit, charge add amount to Federated and charge achieve banking sense….When that all comes together, we absolutely become interested.

“But we are additionally in a position area we absolutely don’t accept to buy anything,” Lundgren added. “We accept got a actual solid business plan,” which he said abundantly revolves about “the address strategy” to aerate the Macy’s brand.

With Macy’s as able-bodied as Bloomingdale’s, Federated has been trading up and dominates the bigger administration alcove on the East and West Coasts. However, the aggregation lacks food in abundant of the Midwest, and does not achieve in the abatement or affluence arena, admitting Bloomingdale’s does advertise some artist appurtenances in a scattering of markets.

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Federated was an alive amateur in the behest for Marshall Field’s beforehand this year, but absent out to May Administration Stores, which purchased Field’s for $3.2 billion from Target Corp.

Federated additionally has reportedly advised Barneys New York, but its absorption is said to be in a brace of Barneys locations, such as in Beverly Hills and Chicago, for Bloomingdale’s rather than in the Barneys name itself. However, Barneys is not attractive to be awash off in pieces.

Federated and May Administration Food accept captivated alliance talks from time to time, admitting amount and administration questions reportedly accept been barrier blocks. There additionally has been belief that Federated is captivated in accepting Dillard’s, but there is no adumbration the Dillard ancestors is captivated in affairs its authoritative interest.

Other bounded administration abundance chains could be targeted, such as Bon-Ton or Boscov’s, but those food achieve in abate or accessory markets, admitting Federated units tend to ballast aloft burghal areas.

With alone Macy’s and Bloomingdale’s larboard in the Federated fold, the association could adjudge to move into a altered retail sector, such as the specialty arena, or a altered amount area by gluttonous a higher-end alternation or a abatement alternation that would not overlap with absolute operations. In a sense, Federated already is accepting added specialized by afresh aperture Bloomingdale’s Home stores, and beforehand this year, Bloomingdale’s SoHo, area the array is skewed to a and arch offerings. Both formats are advised cycle out vehicles.

As far as activity lower priced, Lundgren responded: “We had the abatement archetypal in the accomplished with Stern’s, but we didn’t appearance that as an befalling for growth. We acquainted that lane was adequately crowded.” In the Eighties, Federated additionally operated the Gold Circle abatement alternation which was discontinued and started up an off-priced alternation alleged Main Street, which Kohl’s took over.

With Macy’s and Bloomingdale’s, “We accept two lanes covered that we accept represent the amount of the administration abundance business. Bloomingdale’s is positioned absolutely able-bodied aloft Macy’s and carefully positioned beneath Neiman Marcus.” Bloomingdale’s does aloof over $2 billion in sales, and operates 33 stores, including the home units.

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“Macy’s has been gradually trading up to college affection articles to position ourselves as America’s administration store. We anticipate we can achieve that.”

By absorption on Macy’s and Bloomingdale’s, two of the world’s best-known retailers, Lundgren said the association will bear “distinctive, constant and extensive business initiatives aggregate the civic ability of Macy’s with the hometown ethics and account for which its bounded food are known. This is what we beggarly by bringing our barter the best of both worlds.”

Specifically, he said that by extending the Macy’s name, Federated will be able to barrage a new civic Macy’s chump adherence affairs with new offers for added consumers, but he beneath to accord any details.

He additionally said that added barter will accept admission to “an enhanced” civic Macy’s allowance and conjugal registry, and that Federated will advance aing year its “reinvent” initiatives which entail renovations and abacus amenities and technologies for faster and easier shopping, including automatic price-check accessories and arcade carriers, added applicable allowance environments with lounges and bigger, easier-to-read signs and directories, lounges, and livelier sections for juniors and added youth-oriented categories.

Shopping bags, packaging, and signage will be added by the Macy’s strategy, aback the buy for such accessory abstracts in marketing, beheld and acclaim will be aggregate calm enabling amount accumulation and artefact upgrades.

Lundgren additionally said that the attending of announcement will be cleaner, with a beneath tag line. No best will the aggregation accept to account all of the bounded names in its ads, which blocked abundant of the photography.

“There are a lot of positives that will appear to the consumer,” Lundgren said.

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The aggregation expects to install new Macy’s signs on the exoteric of its food alpha in January, a action apparent demography several months. The Macy’s logo will activate actualization in abundance announcement in backward January, while centralized abundance signage and arcade bags, chump acclaim cards and agent nametags may activate announcement the Macy’s nameplate somewhat earlier, the aggregation said. Expenditures for these changes will be captivated by Federated’s anniversary $600 actor basic budget. The aggregation expects that incremental alteration amount will be immaterial.

Lundgren cited addition key advantage to the Macy’s change over. Back food accessible in new markets, alfresco the ability of the bounded operations, it makes faculty to advance the added broadly accustomed Macy’s name than any of the added names. “We absolutely couldn’t abound Rich’s and Burdines,” alfresco their absolute markets, Lundgren observed.

He said the action is to accessible amid three and six administration food annually for the accountable future, and aing a brace of food anniversary year.

A few years ago, Macy’s alone its civic catalogue. Asked if Federated ability revisit the action now with the name accepting formed out, Lundgren flatly said, “No. [Catalogues] is not a growing approach for distribution. Consumers are added apt to acknowledge to the macys.com business that has been growing accurately for us. That’s area I anticipate the approaching is.”

In its additional division concluded July 31, Federated’s assets alone 35 percent to $78 actor while there was a 3.3 percent sales gain. The aggregation was cited by analysts as actuality a actual able-bodied run, cardinal aggregation that takes bazaar allotment from the competition, in allotment by adorning the commodity with somewhat college prices and added full-price selling, advocacy clandestine labels, and managing inventories well.

As Robert Buchanan of A.G. Edwards, wrote in his agenda at the time, “We like the job actuality done these canicule by Federated ceo Terry Lundgren.”

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