January 4, 2006, 12:00 AM

Macys.com will become Federated’s supersite

With only one exception, Federated Department Stores will consolidate all of its e-commerce operations under the Macys.com and Bloomingdales.com brands by September.

With only one exception, Federated Department Stores Inc. will consolidate all of its e-commerce operations under the Macys.com and Bloomingdales.com brands by September.

In August when Federated completed its acquisition of the May Department Stores Co., Federated added nearly a dozen e-commerce properties to its web portfolio, including FamousBarr.com, Filenes.com, Foleys.com, Hechts.com, Kauffmans.com, LordandTaylor.com, LSAyres.com, MarshallField.com, MeierandFrank.com, RobinsonsMay.com, Strawbridges.com and TheJonesStore.com.

But just as Federated is rolling up other May department stores under the Macy’s brand, the strategy will also be expanded to the web and e-commerce, says Macys.com president Kent Anderson.

By September, Macys.com will function as Federated’s flagship web store. The company is beginning to consolidate the former May e-commerce sites into Macys.com and Bloomingdales.com. For now, LordandTaylor.com will continue to operate as a separate site as Federated evaluates how it will further consolidate or maintain the Lord & Taylor division.

With a bigger e-commerce operation, Macys.com will now have broader market share and penetration in regional markets and cities such as Chicago, Dallas, Houston, St. Louis and Minnesota, Anderson says.

The addition of more than 300 former May stores will also help Macys.com build a bigger multi-channel retail program, particularly for the Macy’s policy of buy online and pick-up or return to store. “We are creating a bigger national footprint and moving into regional markets where we will have more of an offline and online presence,” Anderson says.

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