Guide to Macy’s Private Label Brands Explained

Guide to Macy’s Private Label Brands Explained

One afternoon, during a supposedly quick “I only need towels” run, I realized almost everything in my cart wasn’t Calvin Klein, DKNY, or Levi’s. It was all names I didn’t totally recognize: Charter Club, Ideology, Bar III, Alfani. That’s when I fell down the rabbit hole of Macy’s private label brands—and honestly, it’s where a lot of the real value is hiding.

If you’ve ever wondered whether these in-house brands are worth your money (and which ones to skip), here’s the breakdown I wish I had years ago.

What Are Macy’s Private Label Brands, Really?

In retail speak, private label (or store brand) means products that are owned, designed, and often manufactured for a specific retailer—Macy’s, in this case—rather than third‑party brands like Nike or Ralph Lauren.

Macy’s has been leaning into private labels for years because:

• Margins are better (they keep more of each dollar you spend).
• They control the design, sizing, and fabric choices.
• They can move faster with trends than legacy brands.

According to Macy’s own investor reports, private brands have historically made up around 20–25% of their sales mix, and they’ve publicly said they’re investing more in this area as part of their ongoing strategy to compete with Amazon, Target, and off-price chains.

From my own shopping and some borderline-nerdy research, I’d group Macy’s main private labels into a few buckets: polished classics, trend-driven fashion, active/athleisure, home, and value basics.

Let’s walk through them like you’re literally moving floor by floor.

The Classics: INC, Charter Club, Alfani

INC International Concepts

INC is Macy’s “I want to look like I tried, but not like I’m going to a board meeting” brand.

What it’s good for: going-out tops, party dresses, on-trend workwear, and surprisingly decent jeans.

When I tested a pair of INC high-rise skinny jeans against a mid-range denim brand I own (that cost almost double), the INC pair actually held its shape better at the knees by hour six. Fabric content was similar—mostly cotton with a bit of elastane—but the INC cut was more forgiving through the hip.

Pros:

• Trendy without being “TikTok only.”
• Constant coupons and promos.
• Petite and plus sizes are usually in the mix.

Cons:

• Quality can swing from “wow, this feels designer” to “this will last one season.”
• Prints can skew loud; not ideal if you’re minimalist.

Charter Club

Charter Club is Macy’s quietly dependable “mom but make it polished” line. Think: cotton cardigans, cashmere, button-downs, pajamas, and a lot of white and navy.

My experience: I bought a Charter Club cashmere sweater during one of Macy’s big sales (labeled as 100% cashmere, 2-ply, made in China). I was ready for it to pill into oblivion. Two winters later, it’s still in my regular rotation. Does it pill? Yes. All cashmere does. But after using a fabric shaver twice a season, it’s held up better than a more expensive department-store cashmere sweater I own. Pros:

• Reliable fits, especially for classic office wear.
• Good value during promotions (cashmere, especially).

Cons:

• Some pieces can feel a bit dated or conservative.
• Color palettes skew safe, so not for maximalists.

Alfani

Alfani is Macy’s “modern essentials” brand for both men and women. You’ll see a lot of solid colors, stretch fabrics, and office-ready basics.

I tested an Alfani men’s stretch dress shirt against a comparable Calvin Klein slim-fit. The Alfani shirt had slightly more give through the shoulders and washed up with fewer wrinkles—likely due to a higher percentage of spandex and a slightly heavier weave.

Pros:

• Strong for workwear: dress shirts, pants, simple blouses.
• Inclusive sizing and good tall options in menswear.

Cons:

• Some fabrics can feel a bit synthetic.
• Styles can blur together—nothing super distinctive.

Trend & Younger Styles: Bar III, And Now This, Style & Co

Bar III

Bar III is Macy’s “I follow fashion, but I also have rent” brand. It’s targeted at younger, fashion-conscious shoppers.

I recently tried a Bar III blazer in a slightly oversized, menswear-inspired cut. The tailoring and shoulder structure were impressive for the price point—comparable to Zara, but the lining felt smoother and the sleeve length was more consistent.

Pros:

• Solid for work-to-drinks outfits.
• Silhouettes and prints tend to follow current runway vibes.

Cons:

• Not the most durable; better for a couple of seasons than a decade.
• Some fabrics feel thin; you’ll want to read reviews before buying online.

And Now This

This is one of Macy’s newer lines that leans casual and streetwear-lite. Lots of graphic tees, hoodies, joggers.

From what I’ve bought and returned, it’s best for:

• Trendy lounge and casual wear.
• Pieces you don’t need to last forever (college, weekend, travel).

Pros:

• On-trend silhouettes at lower price points.

Cons:

• Quality and fit can be hit-or-miss.
• Not something I’d build a core wardrobe around.

Style & Co

Style & Co is more relaxed and boho. Peasant tops, soft jeans, comfort shoes. This is the section where I caught myself saying, “Oh wow, this is…very comfy” out loud.

In my experience, their denim is underrated if you like a soft, stretchy jean with a bit of give at the waist. If you’re used to rigid or premium denim, it can feel too soft, almost jegging-like.

Pros:

• Comfort-first cuts and fabrics.
• Great for casual Friday or travel.

Cons:

• Can skew frumpy if you don’t style it intentionally.
• Not ideal for people who like crisp, structured pieces.

Active & Athleisure: Ideology

Ideology is Macy’s answer to Athleta/Old Navy Active at a lower price tier.

I’ve tested:

• A pair of high-rise 7/8 leggings (poly/spandex blend).
• A medium-support sports bra.
• A lightweight zip hoodie.

The leggings surprised me. During a 45-minute HIIT class they didn’t roll down, and the opacity held up in full squat. The fabric doesn’t feel as luxe or compressive as Lululemon or Girlfriend Collective, but for the price—especially on sale—it’s solid.

Pros:

• Great for light to moderate workouts, walking, Pilates.
• Often deeply discounted.

Cons:

• Not as compressive for high-intensity or running.
• Some prints can feel a little dated.

Home & Bedding: Hotel Collection, Martha Stewart, and More

Here’s where I’ve gotten the best cost-per-use from Macy’s private labels.

Hotel Collection

Hotel Collection is Macy’s premium in-house line for bedding and towels. Think: high thread-count sheets, plush duvets, Turkish cotton towels.

When I tested their 800-thread-count sateen sheet set against a well-known DTC bedding brand, a few things stood out:

• The Hotel Collection set had a slightly heavier, denser hand-feel.
• After 10+ washes, there was minimal pilling.
• The elastic on the fitted sheet gripped the mattress better.

Fabric nerd detail: The “thread count wars” are real—experts at Consumer Reports and textile labs have said that anything above 400–600 thread count can be more about marketing than quality. What matters more is fiber type (long-staple cotton like Egyptian or Supima) and weave. On that front, Hotel Collection holds its own at the promo price, less so at full MSRP.

Martha Stewart Collection (Licensed but Macy’s-exclusive)

Technically this is a licensed brand, not a pure private label, but Macy’s has long had exclusive rights to Martha Stewart home. I’ve bought their kitchen towels, baking dishes, and one glorious Dutch oven.

Strong points:

• Kitchen textiles and bakeware.
• Simple, classic designs that don’t date quickly.

Weak points:

• Some ceramic pieces can chip if you’re rough on them.

Why Macy’s Pushes Its Own Brands (And What That Means For You)

From an industry perspective, Macy’s private labels are part of a broader retail strategy:

• Higher margins: Store brands typically deliver 20–30% higher margins than national brands.
• Exclusivity: You can’t comparison-shop exact items on Amazon.
• Brand control: They can tweak fit, fabric, and design based on returns and reviews.

The upside for you:

• Better value if you catch the right promo.
• More consistent sizing within each brand once you figure out your fit.

The downside:

• Less brand recognition for resale.
• Occasional “mystery fabric” situations where you really need to read the label.

I cross-check Macy’s private labels against reviews obsessively. If something has 4.5 stars and hundreds of reviews, it’s usually a safe bet, regardless of whether the name on the tag is famous.

How To Shop Macy’s Private Labels Like a Pro

This is the method I use now so I don’t get sucked into the red-sale-sign vortex.

1. Pick your brands, not the whole store.

• Need workwear? Start with INC, Alfani, Bar III.
• Need basics? Charter Club, Alfani.
• Need comfy weekend stuff? Style & Co, And Now This, Ideology.

1. Memorize your size per label.

In my experience, INC runs a bit slimmer, Style & Co more generous, Ideology true-to-size. Once you dial this in, returns drop dramatically.

1. Stack promos wisely.

Macy’s is almost never at “true” full price. Watch for:

• Friends & Family sales.
• Extra 20–30% off coupons.
• Star Money or cardholder deals (if you go that route, do it responsibly—store cards can have high APRs; the CFPB has warned about this across retail).

1. Touch before you commit (if you can).

Some of Macy’s private labels are fabric chameleons: one blazer will feel rich and structured, the next will feel flimsy. If you’re shopping online, zoom in on texture and read reviews specifically mentioning “thin,” “itchy,” or “see-through.”

1. Think lifespan.

• For pieces you’ll wear weekly (coats, work pants, sheets), I lean toward higher-end private labels like Hotel Collection or the better Charter Club/INC pieces.
• For something fun and trendy you might wear one season, Bar III or And Now This is fine.

Are Macy’s Private Labels Worth It?

From my own closet and linen closet: yes—with caveats.

Where they shine:

• Workwear basics (Alfani, INC).
• Classic knitwear and cashmere on sale (Charter Club).
• Solid mid-range bedding and towels (Hotel Collection).
• Affordable athleisure and lounge (Ideology, Style & Co).

Where they struggle:

• Ultra-trendy pieces that try a little too hard.
• Some low-end fabrics that won’t survive heavy, frequent wear.

If you treat Macy’s private brands like you would any other label—check the fabric, read the reviews, test the fit—they can be a smart way to stretch your budget without feeling like you’re sacrificing style.

The biggest shift for me was realizing that just because the name on the tag isn’t splashed across a billboard doesn’t mean the quality isn’t there. Sometimes the best value is hiding behind a quiet label you’ve walked past a hundred times.

Sources

• Macy’s, Inc. Investor Relations – Annual Reports - Company strategy and private brand focus
• Consumer Reports – Buying Sheets - Thread count, fiber quality, and performance data
• Harvard Business Review – The Power of Private Label - Background on why retailers push private brands
• U.S. Consumer Financial Protection Bureau – Retail Credit Cards - Risks and considerations of store credit cards
• Macy’s Official Site – Brands A–Z - Overview of Macy’s exclusive and private-label brands