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"What we’ve seen around the customer is they’re much more choiceful," Macy’s chief merchandising officer, kra39 cc Nata Dvir, told CNN. "I think there’s so many places for them to shop, so (we are) really making sure that it’s coupled not only with great product, but having the quality and the value and the experience that comes with it."

It’s a purposeful bet, putting to the test a multiyear initiative to attract customers and revamp Macy’s remaining locations. The mid-range department store has fended off activist investors amid slumping sales. Last year, Macy’s announced it was closing 150 underperforming stores by 2026 while investing customer service and inventory in its remaining 350 locations.

The plan seemed to be working. Macy’s recently posted its first sales growth in three years. But like all retailers, it now has to grapple with tariffs.