Macy's brings back Epic Threads kids brand

By

Benjamin Fitzgerald

Published
July 19, 2024

Macy’s has announced the relaunch of its private brand kids clothing line, Epic Threads, as the U.S. retail chain looks to home on in back-to-school shoppers over the summer.

The refreshed Epic Threads line, made up of some 200 items, offers a mix of basics, key items, and fashion pieces that cover all clothing needs from classroom to playground, including bright tees and dresses, as well as pants and hoodies.

Every piece in the collection is designed to mix and match, and is made using "feel-good and trusted fabrics," with a commitment to using sustainable materials, according to a press release.

“We are excited to introduce the refresh of Epic Threads. The brand is all about showcasing children’s optimistic world where imagination rules and kids can be kids – comfortable and confident in their favorite outfits,” said Emily Erusha-Hilleque, SVP, private brands at Macy’s.

“This collection was designed and inspired by kids, and features vibrant, durable and versatile styles that both kids and their caregivers will surely love."

The Epic Threads line ranges from $10 to $50 and sizes from 2T to 20 and is now available at Macy's stores nationwide and online.

The relaunch is the latest move by the New York-based department store operator as it looks to overhaul its private label business and swing lagging sales.

In its most recent trading update, Macy's said net sales fell 2.7% to $4.85 billion. Analysts on average had expected sales to drop 2.42% to $4.86 billion, according to LSEG data.