Private Brands

Macy’s is recognized as a retail industry leader in developing private brand merchandise that differentiates the assortments in our stores and delivers exceptional value to the customer. Merchandise for each private brand, available “Only at Macy’s,” is developed to appeal to a certain customer lifestyle and is supported with marketing programs that create a precisely defined image. Our brands have fully developed brand profiles targeted to specific consumers and are supported with national advertising and branded in-store environments.


Alfani is the modern, wear-to-work brand for the style-conscious woman and man. The brand offers head-to-toe dressing that translates from day to night, no matter the occasion. Offering both elevated investment pieces and core staples for everyday dressing, the brand offers a perfect solution to the career-minded customer.


Bar III is for the young, fashion-savvy millennial customer who wants modern style for the workplace and is seeking a first wear-to-work wardrobe. The brand features the latest trends mixed with core wardrobe builders to allow the customer to create versatile looks that work from office to social outings.

Charter Club

Charter Club is a brand made up of new modern classics for the woman whose style is both polished and timeless. The brand offers a versatile collection of well-curated pieces that work together, taking the customer from work to weekend in style.

Club Room

Club Room offers classic apparel for the modern man. The foundation of the brand lies in its offering of perennial, casual-preppy classics that are appropriate for both work and weekend. These iconic items – the polo, the khaki pant, the cashmere sweater – are wardrobe staples that he turns to season after season.

first impressions

First Impressions is a children’s brand offering beautiful, colorful and trend-right clothing for newborns and infants. First Impressions Play offers mix-and-match separates for boys and girls. The “satin hanger” collection offers occasion dressing for “showing off the baby” in fine fabrics and time-honored details – a favorite choice for those giving gifts.

Giani Bernini

The perfect blend of style and practicality, Giani Bernini is a modern classic brand featuring fashion accessories crafted in quality materials. The brand’s offerings include handbags, small leather goods, sterling silver jewelry, and shoes, all infused with a classic sensibility and modern details. Handbags feature a wide assortment including genuine leather, all with highly functional, well-organized interiors.

Hotel Collection

Hotel Collection offers stylish, sophisticated home goods to the modern customer who expects the highest quality and doesn’t want to compromise. The collection features versatile, modern and colorful pieces that balance casual luxury and contemporary style.


Ideology is an activewear brand for the entire family offering versatile performance apparel that combines fashion and comfort to complement an active, healthy lifestyle. Noted for its sport bras, tanks and leggings, the brand also offers fashion layering pieces and a line of more relaxed items, as well as pieces for men and kids.


I.N.C International Concepts delivers accessible, of-the-moment fashion to style-setting men and women. Inspired by the latest trends, I.N.C appeals to a customer that is always seeking the newest and the novel. The brand offers trend-right fashions, along with denim and more relaxed casual pieces that complement the customer’s diverse needs.

JM collection

JM Collection is designed for the confident woman with a bold sense of style and color. The brand offers alluring outfit dressing and statement pieces, driven by novelty knitwear and tunic silhouettes. Trend colors and prints, along with signature embellishments, ensure that the customer maintains her bold attitude.

Maison Jules

Originally inspired by Parisian street style, Maison Jules offers a curated collection of classic pieces with a modern twist. The brand is designed to let the millennial customer cultivate a playful yet stylish approach to her wardrobe.

Martha Stewart

Martha Stewart Collection is a unique brand inspired by the aesthetic wisdom Martha has gathered throughout the years. The brand is a reflection of her taste and style as a lifestyle authority in home decor and entertaining, offering a mix of classically designed pieces with a modern twist, much like you’d find in her home.

Style & co.

Inspired by bohemian culture, Style&Co. offers a relaxed, authentic aesthetic at an affordable price. Stylish yet casual, the brand offers romantic blouses, whimsical prints, textured fabrics and layering pieces that all match back to a great pair of denim.

Tasso Elba

This brand of European-inspired menswear is characterized by luxury fabrics, timeless silhouettes and sophisticated details. It is designed for a classic customer who appreciates expert tailoring and builds a wardrobe of signature pieces, be it the tailored pieces or polished casual items of the Island collection.


Created in partnership with music icon Thalía Sodi, the brand offers feminine, eye-catching, figure-flattering clothing, shoes and accessories. Statement-making dresses, body-enhancing silhouettes, and bottoms with unique fit attributes create a collection that empowers women to live out loud.

Private Label Merchandise

Macy’s also develops private label goods to meet specific customer needs and to fit a niche in our assortment. The difference between a brand and a label is subtle but important. While Macy’s private brands target certain consumer lifestyles and are fully supported with robust marketing and branded in-store environments, a label is simply a name attached to a category of merchandise. Examples of our labels include:

  • Belgique
  • Epic Threads
  • Holiday Lane
  • Jenni by Jennifer Moore
  • Karen Scott
  • The Cellar
  • Tools of the Trade