National Jeweler Network

Market Developments

Macy’s to launch Latino-focused brand, jewelry

By Hannah Connorton

December 06, 2013


Thalía Sodi

New York--Macy’s will introduce a clothing and jewelry brand aimed at Latino women in spring 2015, though the retail giant said there’s no word on whether the jewelry will be fine or fashion.

The new brand is called Thalía Sodi after the Mexican actress, recording artist, music producer, author and philanthropist. The Macy’s line will launch in 300 stores nationwide and offer dresses, tops, pants, shoes and jewelry, with additional categories expected in future years.

Jim Sluzewski, senior vice president of corporate communications and external affairs at Macy’s, told National Jeweler on Friday that it’s currently unknown whether the Thalía Sodi jewelry will be fine or fashion, or what the offerings will entail specifically.

These details, he said, will be worked out closer to the 2015 launch date. 

“Thalía is … a favorite artist and personality, not only in the Latino community, but among fans everywhere. Hispanic women are one of the fastest-growing consumer segments in America and already important customers for Macy’s in major markets across the country,” Terry Lundgren, chairman, president and CEO of Macy’s Inc. said in a statement. “With this Thalía Sodi brand … we will have an even stronger fashion offering that directly addresses the style, fit and color preference of this customer.”

The Thalía Sodi products will be designed and produced by Macy’s Private Brands organization. Sodi will provide marketing support for the brand, serving as its model, spokesperson and advocate.

Born and raised in Mexico City, Sodi is now a U.S. citizen. She has sold more than 40 million records globally and has appeared in telenovelas, or Latin television soap operas, in 180 countries.

She has hosted a network radio show in the U.S. and authored four books, in addition to supporting the March of Dimes. Last fall, she was featured in Macy’s Hispanic Heritage Month events across the country.

On Thursday, Sodi received a star on the Hollywood Walk of Fame.

“America’s No. 1 department store is now entering the Latino market with an iconic brand like Thalía Sodi. We are confident that this alliance will be extremely successful and that it will resonate with the vast Latino customer base Macy’s already has,” said musician Tommy Mottola, who is also Sodi’s husband.

Macy’s operates 840 department stores in 45 states, the District of Columbia, Guam and Puerto Rico under the names Macy’s and Bloomingdale’s. The company had fiscal sales of $27.7 billion in 2012.