Aug. 4, 1959 -- opening day at Lenox Square, Atlanta, Georgia: Barbara Clark checks her pocketbook and prepares to enjoy the shopping center. The Rich's department store in the background is still open and will be renamed Macy's on March 6th as part of a major name change for Federated Department Stores' regional divisions (Photo courtesy Atlanta Journal-Constitution)
Federated Department Stores will officially convert its regional department stores (Bon-Macy’s, Burdines-Macy’s, Goldsmith’s-Macy, Rich’s-Macy’s and Lazarus-Macy’s) to the Macy’s nameplate effective March 6. The change will be marked in full-page ads in national and local newspapers and in broadcast advertising that will begin that day.
Special events related to the name change are planned for mid-March, including fireworks displays and the staging of mini-Macy’s parades in Atlanta, Seattle and other select cities.
In addition, a new customer-loyalty program is being introduced at all Macy’s divisions. In one of the largest credit-mailing programs ever, more than 14 million credit-card customers will receive new Macy’s credit cards and details about the “Star Rewards” loyalty program.
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