Macy's makes its biggest move yet to rival Amazon

Core Insights - Macy's has opened a 1.4 million-square-foot automated warehouse in China Grove, North Carolina, aimed at modernizing operations and enhancing customer experience [1][2] - The warehouse is expected to handle nearly 30% of Macy's digital supply chain capacity, improving online order fulfillment and inventory management [2][3] - This $548 million investment is part of Macy's strategy to reverse a 2.5% year-over-year decline in net sales reported in Q2 2025 [3][4] Strategic Shift - Macy's is implementing a "Bold New Chapter" strategy to regain customers and achieve sustainable growth amid ongoing sales declines and store closures [5] - The focus is on the remaining 350 stores, particularly higher-end brands like Bloomingdale's and Bluemercury [6] - The company plans to open 30 smaller-concept stores over the next two years and has revamped 125 existing stores to align with consumer preferences [7] Competitive Landscape - Macy's renewed focus on efficiency and speed is a response to e-commerce giants like Amazon, which have set high consumer expectations for delivery [8][9] - E-commerce is projected to account for nearly 35% of all retail sales by the end of 2025, significantly impacting traditional retail [10] - The average parcel delivery speed has improved by about 40%, highlighting the need for retailers to adapt to faster logistics [11]