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Rachel Shechtman        

Founder of STORY, Retail Entrepreneur & Speaker

Rachel Shechtman is a fourth-generation retail entrepreneur and is the founder of STORY, a New York-based concept store within Macy's known for its editorial, ever-changing approach to retail. Prior to opening STORY, Shechtman built a career in consulting, founding Cube Ventures an independent firm known for its skill of strategically combining business models for clients including Bliss Spas, TOMS, Kraft Foods, JC Penney, AOL, GAP, and the CFDA.

In December 2011, Shechtman launched STORY, a business based on the belief that retail held the potential to be about more than the transaction - it could serve as a channel for branded, community-based storytelling. The store takes the point of a magazine, changes like a gallery, and sells things like a store, updating its themes, design, and products every 3-8 weeks. In four years it has created 28 unique retail installations in partnership with companies such as Intel, American Express, GE, Target, Lexus, and Cigna, who serve as sponsors for the experience. Its purposefully adaptable model has brought to life such themes as Color, Style & Technology, Love, Made in America, Home for the Holidays and more, and in that span worked with over 3,000 designers and hosted over 400 community-focused events.

Shechtman is a frequent speaker on retail and has been recognized by the media including Fast Company’s 100 Most Creative People in Business Fortune Magazine’s 40 Under 40, Crain’s Under 40, and Ad Age’s 50 Most Creative.

Shechtman remains a supporter of emerging business models, serving on the advisory boards of Birchbox, Smarty Pants, MikMak, Bow and Drape, the Director's Council at Baker Retail Center and the American Express OPEN Digital Advisory Board. In 2016, Shechtman joined the Board of Directors of the National Retail Federation (NRF).

Speech Topics

Retail as Media


The Future of Retail


Reinvention / Innovating New Business Models


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Storytelling: The New Consumerism

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Macy's is partly betting its future on a new shop opening first in ...
Rachel Shechtman, Macy's brand experience officer, and Macy's chairman and CEO Jeff Gennette are shown inside the Market by Macy's in Southlake. (Vernon  ...
Story founder Rachel Shechtman touts 'community retail'
Before there was experiential retail, there was Rachel Shechtman. As the internet was making traditional stores obsolete, she found a way to revive shopping in ...

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