What: Macy's launches Arch Studio, a new private home brand developed through three years of customer research, offering accessible essentials across bath, bedding, and kitchen categories.

Why it is important: This launch demonstrates Macy's data-driven approach to private brand development, leveraging extensive customer research to create products that meet evolving home retail demands while supporting the company's goal to increase private brand sales beyond 20% of total volume.

Macy's has unveiled Arch Studio, a new private brand focused on accessible home essentials, marking a significant expansion of its home category offerings. The launch follows three years of extensive research involving thousands of customers in their homes, ensuring the brand addresses real consumer needs and preferences. Arch Studio's comprehensive range spans bath and bedding products, kitchenware, and dinnerware, emphasising both style and value. The brand's core philosophy centres on enabling customers to express their personal style through versatile, easy-to-coordinate pieces. Built on principles of everyday ease and foundational design, the collection features mix-and-match options in bedding and bath, alongside space-saving solutions in kitchenware. Materials such as glass, bamboo, and stainless steel are utilised to create modern yet approachable designs that balance quality with accessibility. The collection is available across all Macy's channels, including their mobile app, website, and physical stores nationwide, reflecting the retailer's commitment to omnichannel accessibility.

IADS Notes: The launch of Arch Studio in March 2025 builds upon Macy's strategic transformation of its private brand portfolio. In July 2024, the retailer began overhauling its private brands, which represented 16% of retail volume, with aims to exceed 20%. This initiative gained momentum through the "First 50" pilot stores program launched in October 2024, which served as innovation hubs for testing new merchandising concepts and customer experience initiatives.

Macy’s adds new home private label