Macy’s to enhance, upgrade Short Pump Town Center store

Macy’s officials are investing $200 million to enhance 50 of the company's stores nationwide – including the one at Short Pump Town Center in Henrico, they announced Oct. 15.

The company's 2018 "Growth50" initiative is designed to improve the customer experience and create "a more vibrant and productive shopping destination," officials said in a statement.

New store features, which were based on customer feedback, include an elevated environment, expanded and curated merchandise assortments and improved customer service through added colleague positions and new technology. Macy’s will expand those improvements to additional stores in 2019.

“Our customers are at the core of Macy’s Growth50 strategy,” Macy's Chief Stores Officer John Harper said. “We are making the changes and updates that matter most to them and it’s working.  The performance of these stores has been strong enough to give us the confidence to take these learnings and continue to enhance the in-store shopping experience for our Macy’s customers nationwide.”

All Growth50 stores will now offer a food and beverage option for customers, i.e. Starbucks, Potbelly, Pinkberry, Macy’s Tastebar and more. They also will include added or expanded furniture and mattress departments, and some will offer Backstage, Macy’s on-mall, off-price concept.

Physical upgrades in Growth50 stores include the addition of new lighting and flooring and renovated fitting rooms and restrooms. Additionally, certain departments have been relocated to improve space productivity and better suit customer traffic.