The Christiana Mall Macy’s is part of the company’s $200 million Growth50 initiative.
The store has been isted the mall store as one of the 50 locations that will be part of the makeover project aimed at spurring sales.
A Macy’s spokesperson said the store has been getting upgrades that include furniture with virtual reality, additional staffing, lighting, new carpet, fixtures, MyStylist, fitting room updates and new registers.
The retailer, which has been closing stores, has reported stronger results this year, with the company’s CEO crediting Growth50 with some of the gains.
Improvements will range from a personal shopping service, additional staff, merchandise better suited to the demographics of the area, as well as improved lighting and upgraded restrooms. Technology is also coming into playing with systems that will allow customers to check out their items.
The other Delaware Valley stores that are part of Growth50 are King of Prussia, PA and Cherry Hill, NJ.
The Macy’s store is located in a mall with one of the highest sales per square foot in Delaware.
The mall also has a Nordstrom store. The Seattle-based group is known for a high level of customer service.
Macy’s is facing stiff competition from online retailers as well as Kohl’s, a large chain with big box stores away from conventional malls.
Like Kohl’s, the company has invested in its online operations as Amazon and other online retailers battle for business.
Macy’s has more than 800 stores around the country, with many under the Macy’s name. It bought out department store chains over the years and has converted stores to its name and format, with varying levels of success.
The company has closed stores but has not experienced the difficulties of some competitors. It has also downsized some of its downtown flagship stores in big cities, with space being converted to other uses.
Macy’s has two other Delaware stores in Dover and Concord Mall.