Macy’s has announced plans to open up to 30 smaller stores in strip malls over the next two years, as it looks to capture customers outside of dying malls and in bustling suburbs. The smaller stores, roughly one-fifth the size of its traditional locations, have proven successful in attracting customers with their modern and open look, convenient locations, and curated merchandise offerings. In fact, the off-mall stores have performed better than the rest of Macy’s, with comparable sales growth outperforming the company’s overall trend. The expansion into strip centers marks a shift in strategy for Macy’s, as it looks for ways to refresh its brand and compete with other retailers.