Macy’s Hotel Collection Marks Its Silver Anniversary

David Moin

12 February 2025 at 12:12 pm·2-min read

SILVER ANNIVERSARY: One of Macy’s most upscale, top-selling private brands, the Hotel Collection of bedding and bath products, has been reimagined in time to celebrate its 25 years in business.

To mark the occasion, Macy’s has launched a limited-edition capsule with a “Made in Italy” bedding collection and a Turkish cotton bath collection being sold on Macy’s mobile app, macys.com and in its brick-and-mortar stores nationwide.

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“The Hotel Collection 25th anniversary is an incredible milestone, offering a chance to celebrate our heritage while evolving the brand as part of the Bold New Chapter strategy,” said Emily Erusha-Hilleque, senior vice president of private brands for Macy’s, in a statement.

She said the Hotel Collection has been redesigned with “a modernized aesthetic, the highest quality fabrics, refined materials and sophisticated designs.”

In developing its Bold New Chapter strategy, Macy’s listened to 60,000 customers, both active and inactive. “They wanted a better merchandise assortment with both private brands and market brands,” said Tony Spring, Macy’s Inc. chairman and chief executive officer, last month. The company’s three-year Bold New Chapter strategy, introduced in February 2024, calls for closing 150 Macy’s stores, investing in the remaining 350. The company is also accelerating growth in luxury, opening about 15 Bloomies — which are smaller, more specialized versions of the Bloomingdale’s department stores — and opening at least 30 new Bluemercury stores.

According to Macy’s, the Hotel Collection “balances muted hues and subtle finishes with luminous sateen and sophisticated motifs through a modern lens, merging fashion and art.” Private brands are created by retailers to add some exclusivity to the assortment and potentially capture better margins than those generated by selling outside brands.

The Turkish cotton towels for Macy’s Hotel Collection.

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