• M (NYSE)
  • $56.83
  • -1.83

Private Brands

Macy’s is recognized as a retail industry leader in developing private brand merchandise that differentiates the assortments in our stores and delivers exceptional value to the customer.

Merchandise for each private brand, available “Only at Macy’s,” is developed to appeal to a certain customer lifestyle and is supported with marketing programs that create a precisely defined image. Macy’s also develops private label goods to meet specific customer needs and to fill gaps in the assortment.


For women, Alfani offers modern separates with a clean, feminine sensibility and a refined fit. The brand is designed to be the stylish woman’s resource for wear-to-work clothes that are both polished and versatile. Alfani for women includes sportswear, intimate apparel, jewelry and shoes.

Alfani offers clothing for the man who wants to look modern and professional. The collection is designed with an emphasis on fabric, detail and performance. Alfani menswear includes sportswear, tailored clothing, furnishings, shoes and accessories. Alfani Red is a fit designation within the Alfani line that indicates a slimmer, sleeker fit. Launched in fall 2012, Alfani Spectrum provides even slimmer fitted dress shirts in a wide array of colors.

American Rag

American Rag is a young, fashion-forward line of apparel and accessories that is targeted to Juniors, Plus and Young Men. Inspired by classic rock and roll, the line blends vintage-inspired colors and prints with classic denim and the season’s trends.


Bar III is a collection of contemporary women’s and men’s clothing, jewelry and bedding. The clothing and jewelry, which are sold in Macy’s Impulse zone, feature design that is versatile and fashion-forward. The brand speaks to a young, style-savvy and technologically-sophisticated customer looking for distinctive products that can be added to her or his existing wardrobe and lifestyle to express personal style.


Belgique cookware is a versatile, high-performance line designed to provide professional results and striking good looks. Belgique Stainless Steel is for the cook who wants versatile, high-performance and long-lasting cookware with a sleek, sophisticated look. Belgique Hard Anodized features a non-stick interior ideal for low-fat cooking. The durable exterior is easy to care for and has a clean, modern look.

Charter Club

Charter Club offers modern classic, all-American style in women’s apparel, accessories and home collections. The ready-to-wear collection, designed for the woman who appreciates both style and ease, features separates assorted for all occasions. The home collection provides the essential elements to create an elegant, traditional décor. The brand includes sportswear, intimate apparel, jewelry, accessories, bedding and bath.

Club Room

Club Room features classic American menswear for weekend or business casual occasions and tailored suit separates for the career-oriented professional. The Club Room brand includes sportswear, tailored clothing, furnishings and accessories.

Epic Threads

Epic Threads is designed for tweens and kids who want cool, original clothing that expresses their personality and is now available in all kids sizes from 2 to 20. Taking a cue from popular skate and streetwear brands, Epic Threads is urban, imaginative and edgy. The brand has a strong denim base, a high-energy color palette and an individualistic sensibility.

first impressions

First Impressions Play: Girl & Boy and Satin Hanger are fun, colorful and trend-right clothing for newborns and infants. The brand offers sets and mix-and-match separates for boys and girls with an emphasis on occasion dressing.

Giani Bernini

Tracing a trajectory from quiet label to power-house brand, Giani Bernini has emerged as a coveted name for handbags and small leather goods at Macy’s. The brand’s fine materials and classic design attract a traditional customer who recognizes quality when she sees it. Giani Bernini has an extensive assortment that includes shoes and sterling silver bridge jewelry.

Hotel Collection

This luxury collection for the home evokes the cool, clean-lined style of a world-class hotel, creating an oasis in the modern world. Hotel Collection offers high thread-count sheets and luxurious fabrics for the customer who appreciates quality and modern design. The sophisticated collection includes bedding, bath, tableware and mattresses. There is an easy-care product line extension with a mix-and-match design element. Hotel Collection recently launched its most luxurious bedding collection, Hotel Collection Finest; where sophisticated materials, rich embellishment and exquisite dressmaker details combine to create an unsurpassed experience of elegance and ease.


Ideology is an activewear brand designed for the active life-style and offers versatile, mix-and-match pieces that combine fashion-forward style with technical features that maximize performance and comfort.


I.N.C. for women delivers up-to-the-minute, trend-right sportswear designed to add freshness and fun to the fashionable woman’s wardrobe. Cutting edge, off-the-runway trends are captured and delivered in high-profile, affordable clothes, shoes and jewelry for the woman who wants to be noticed. Handbags launched in early 2013.

I.N.C. Men offers fashion-forward clothing with a modern fit and sharp styling. Cool, understated suit separates, a broad range of style-conscious denim, sophisticated knits and graphic T-shirts are designed to mix and match for maximum versatility for the contemporary man.

I.N.C. Home is a bold new bedding collection that channels the runway trends and international sensibility that inspires I.N.C. ready-to-wear: a combination of vivid colors, sleek neutrals and chic embellishments.


With fun colors and flirty prints, Jenni by Jennifer Moore intimates stand out as the choice for the young, fashionable customer, featuring a bright and cheerful selection of pajamas, loungewear and lingerie. In the Juniors arena, Jenni’s colorful, comfortable sensibility stands out in an assortment that includes yoga bottoms, fashion tops, tees/tanks, seamless bandeaus and bralettes, and other items.

JM collection

With a pretty, feminine sensibility and an emphasis on comfort, JM Collection is designed for the woman who wants versatile, work-to-weekend clothes at an affordable price. The collection consists of easy, classic silhouettes updated each season in new colors, prints and textures.

Style & co.

Designed for the busy woman with an easy, modern sense of style, this brand offers a versatile collection of fashionable sportswear and stylish accessories that transition from home to work to weekend. The brand includes sportswear, shoes, jewelry, handbags and accessories.

Tasso Elba

Elegant and refined, this brand of European-inspired classic menswear is characterized by luxury fabrics and attention to detail. It is designed for the more traditional customer, who expects the best in investment dressing. The brand includes sportswear, tailored clothing, furnishings and accessories. Greg Norman for Tasso Elba is a broad assortment of golf-inspired menswear and accessories. Shark by Greg Norman for Tasso Elba is the younger, more fitted expression of this worldly golf lifestyle.

Brands and Labels

The difference between a brand and a label is subtle but important. Our brands have fully developed brand profiles targeted to specific consumers and are supported with national advertising and branded in-store environments. A label is just that: a name attached to a category of merchandise that fills a niche in our assortments. Examples of our labels include:

  • Holiday Lane
  • JA by John Ashford
  • Karen Scott
  • Morgan Taylor Intimates
  • Studio Silver
  • The Cellar
  • Tools of the Trade
  • Via Europa