Federated Department Stores Inc. said Thursday that it would add the Macy's name to the company's regional chains as the retailer attempts to use its best-known brand to revive sales.
The name changes at the Bon Marche, Burdines, Lazarus and Goldsmith's chains, scheduled to begin in August, will coincide with a national advertising campaign and $100 million in renovations. By combining the names, Cincinnati-based Federated will be able to expand Macy's to new markets while retaining local shoppers, spokeswoman Carol Sanger said.
Sales have slumped in 12 of the last 13 quarters as discount retailers such as Kohl's Corp. sell more fashionable merchandise.
Chief Executive Terry Lundgren has been widening aisles, adding shopping carts and replacing merchandise to lure back customers.
Federated may be preparing to drop the names of the regional chains to establish a stronger national identity, analysts said.
"We are going to see a transition period for people to get used to the name Macy's," said Kurt Barnard, president of Barnard's Retail Consulting Group. "Gradually, the other names will fall away."