Federated Realigns Internet Stores

Cincinnati, OH, Feb. 14--Bloomingdale's By Mail and macys.com are being realigned to operate under their respective namesakes, according to Federated Department Stores. The two had operated under the umbrella of Federated Direct. The change is effective March 1. “The Macy's and Bloomingdale's brands are among the strongest in retailing, and we have been encouraged by the progress that has been made in effectively positioning the direct to customer extensions of these national brands under the umbrella of a division specifically dedicated to this objective,” said Terry Lundgren, Federated's president and chief operating officer.