The Cellar
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the cellar is the marketing theme or concept for the group of departments that are commonly located on the first floor below ground level at the larger Macy's Department store locations. Although every Macy's has such a department, only the larger flagships actually have basement level space devoted to the cellar concept. Macy's Cellar concept started in 1971 as a gourmet kitchenware marketing concept in the San Francisco Flagship.[1] the cellar theme covers Appliances, Fixtures, Kitchenware, Tableware. Macy's stocks a wide range of brands in the cellar including upscale and gourmet brands as well as the private label "Tools of the Trade" for cookware, cutlery, and kitchen gadgets and the private label "the cellar" for flatware, dinnerware, and glassware.
In August 2006, the Chicago flagship's basement level transitioned to this theme in preparation from the September Marshall Field's conversion. It did so by began posting the themed logos as pictured in its Housewares Department.
