Beyond private brands, Macy’s continued to aggressively
pursue customer-right merchandise from market brands that are sold
exclusively at Macy’s. This builds on our success with Martha
Stewart Collection, Tommy Hilfiger, Rachel Rachel Roy and others.
In 2010, exclusives launched included Ellen Tracy sportswear;
Material Girl, a juniors line designed by Madonna and her daughter
Lourdes; Kenneth Cole Reaction men’s sportswear; Sean John
men’s sportswear; and Vida for España by Eva Mendes, a
dinnerware line. Exclusive and limited-distribution merchandise
(including private brands) at Macy’s rose to more than 43
percent of total sales in 2010. Exclusivity also expanded in leased
departments. In 2010, Sunglass Hut departments continued to expand
to Macy’s stores nationwide. And Destination Maternity became
the exclusive maternity and nursing apparel supplier to
Macy’s, typically offering merchandise under the Motherhood
Maternity and A Pea in the Pod brands.