Macy's will open Backstage discount outlet in Mayfair store

Macy’s will open its first Macy’s Backstage off-price outlet in Wisconsin next month, inside the chain’s store at Mayfair mall in Wauwatosa.

Backstage is Macy’s effort to capitalize on the growing popularity among shoppers of discount stores. While department stores such as Macy’s have struggled, chains like T.J. Maxx and Ross Dress for Less have performed well the last few years.

Macy’s opened its first Backstage in 2015, and now has 28 of the off-price shops. Seven of those are freestanding locations. The rest are inside Macy’s department stores.

The Cincinnati-based chain has said it is focused on opening more Backstage shops as a way of increasing traffic and attracting new customers. Another 24 Backstage locations inside Macy's stores are expected to open this year.

The Mayfair Backstage will cover about 20,000 square feet and is to open on June 24.

Other department store chains are operating satellite discount shops. Nordstrom Rack has posted strong results, and Kohl’s has begun opening Off/Aisle stores, including one at The Mayfair Collection in Wauwatosa and another in Waukesha.