Macy's Remodeled Pasadena Store

After being shuttered for seven months, the Macy’s store at 401 S. Lake Ave. in Pasadena, Calif., reopened on Nov. 21 with an updated take on the building, which was constructed in 1947.

More than 1,000 Macy’s shoppers got their first look at the new-and-improved landmark department store and its new merchandise mix, which directed its sights on contemporary fashions.

The men’s contemporary department, called Men’s Impulse, got a boost in its square footage from 400 square feet to 2,500 square feet. The space carries contemporary brands such as premium-jeans label Rock & Republic, Marc Ecko Cut & Sew, Seven For All Mankind, Lucky Brand Jeans and Penguin. The women’s shoe department also increased in size to 7,700 square feet and offers brands such as Bebe Sport, LAMB and Taryn Rose.

Despite the new look and new product, the Pasadena store’s mission is to continue to serve the residents of the upscale community, a little more than 12 miles northeast of downtown Los Angeles, as well as its surrounding cities, according to Macy’s West Chief Executive Officer Jeff Gennette.

But Gennette said he hopes the remodeled Macy’s will attract more men and women interested in contemporary fashions. There is another Macy’s store in Pasadena, located at the Paseo Colorado retail center. Gennette promised the newly remodeled Macy’s will not overshadow the Paseo Colorado store. Rather, the Paseo Colorado store will focus more on juniors and boys’ fashions. According to Gennette, consumers seeking children’s fashions tend to shop at the Paseo Colorado, while contemporary shoppers tend to favor the Lake Avenue store. Before the remodel, the Lake Avenue store was one of the top-selling stores for dresses in the Macy’s West chain. It was ranked No. 5 in sales volume.

The debut of the remodeled Pasadena Macy’s comes at a time when Macy’s Inc. is at a crossroads. In October, the company celebrated 150 years in retail with a fireworks gala in New York. However, sales for its third fiscal quarter, reported on Nov. 12, were $5.493 billion, a decrease of 7 percent, compared with sales of $5.906 billion in the same period last year. On a same-store basis, Macy’s Inc.’s third-quarter sales were down 6 percent. In a company statement, Macy’s Inc. Chairman Terry J. Lundgren said, “Within this poor economic environment, Macy’s Inc. continues to outperform most of our major competitors in same-store sales. This gives us confidence in our strategies for gaining market share.”

The Lake Avenue Macy’s location first opened in 1947 as a Bullock’s. Macy’s took the site over from the now-defunct Bullock’s chain in 1988 (following the acquisition of Bullock’s by Macy’s). Initially, the remodel was only going to take care of a seismic retrofit. But Macy’s felt it stumbled on an architectural treasure after two brick fireplaces and 12 windows long covered by false walls were discovered. Macy’s poured 3,200 pounds of concrete for the seismic retrofit and revived the mid–20th century charm of the store. The floors feature an original 1947 rubber tile. There is residential furniture by the fireplaces, and the new windows bring in increased natural sunlight. —Andrew Asch