the cellar concept/theme

the cellar is the marketing

Marketing

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 theme or concept for the group of departments that are commonly located on the first floor below ground level at the larger Macy's

Macy's

Macy's is a U.S. chain of mid-to-high range department stores. In addition to its flagship Herald Square location in New York City, the company operates over 800 stores in the United States...

 department store

Department store

A department store is a retail establishment which satisfies a wide range of the consumer's personal and residential durable goods product needs; and at the same time offering the consumer a choice of multiple merchandise lines, at variable price points, in all product categories...

 locations. Although every Macy's has such a department, only the larger flagships actually have basement-level space devoted to the cellar concept. The concept was pioneered in 1971 as a gourmet kitchenware marketing concept in the San Francisco flagship

Flagship

A flagship is a vessel used by the commanding officer of a group of naval ships, reflecting the custom of its commander, characteristically a flag officer, flying a distinguishing flag...

 store of the Macy's West

Macy's West

Macy's West was a longtime division of Macy's, Inc. , representing one of the New York-based department store chain's earliest notable acquisitions and westward expansions...

 division.http://www.findarticles.com/p/articles/mi_hb4360/is_200112/ai_n15246215 the cellar theme covers appliances, fixtures, kitchenware, and tableware. Macy's stocks a wide range of brands in the cellar, including upscale and gourmet brands, as well as two private labels: "Tools of the Trade" for cookware, cutlery, and kitchen gadgets; and "the cellar" for flatware, dinnerware, and glassware.

In August 2006, the Chicago flagship's basement level transitioned to this concept in preparation from the September Marshall Field's

Marshall Field's

Marshall Field & Company was a department store in Chicago, Illinois that grew to become a major chain before being acquired by Macy's Inc...

conversion. It did so by posting the themed logos as pictured in its housewares department.