Hurley rolls out 2nd round of premium fixtures at Macy's

Macy's Newport Beach, CA

Macy's has turned its focus to the Millennial consumer for the fiscal year 2014.  With that, a laser focus on action sports brands.

Hurley is leading the pack with a nationwide roll out of premium fixture packages to  a range of tier 1 and 2 Macy's doors.  

The new fixture package is the second generation from Hurley in the last 5 years to land at Macy's.  This time more dynamic than any surf brand has presented at the key account retail level.  The packages are reminiscent of their parent company, Nike's, vertical retail fixture and POP components including fixture suites, mannequins, and high level product driven table top signage.

These fixture packages are already being seen in young men's sections.  For doors where fixtures already exist the 1st generation are being re flowed to Hurley juniors pads.  This either increases existing fixtures, expanding footprints in juniors millennial or helps cover doors that previously did not have the suite.