THE WHAT? Macy’s has launched a digital marketplace on its macys.com website providing customers with a curated assortment of new brands, merchandise categories and products from third-party merchants and brand partners.

THE DETAILS Beauty and wellness is among the new marketplace categories with L’Occitane and Mary Ruth’s joining as third-party sellers.

Powered by Mirakl, and customized by Macy’s digital, merchant and technology teams, the platform provides third-party sellers with a superior experience to integrate their products into Macy’s e-commerce architecture, with premier seller tools that help them monitor, drive, and grow their businesses with Macy’s.

“Our marketplace complements our existing omnichannel strategy and is another platform we will use to find the most efficient distribution strategy for our partners. Not only will we continue to maximize brands and existing assortments, but we will use the marketplace to test and customize our assortments based on customer demand,” said Josh Janos, Macy’s, Inc. Vice President of Marketplace.

THE WHY? Matt Baer, Chief Digital and Customer Officer at Macy’s, Inc “After a year of intense work creating an exceptional experience for customers and sellers, we are thrilled to launch a curated marketplace on macys.com, expanding our digital assortment to new categories, brands and products that our customers will love. Seamlessly integrated into Macy’s digital shopping experience, marketplace gives our customers access to an array of expertly curated products — from apparel and beauty to home improvement, toys, pet products and more.”