Macy’s is soon closing 66 “underproductive” locations as part of its Bold New Chapter strategy, Macy’s CEO Tony Spring said in a statement.

The strategy includes a shift to chasing wealthier shoppers with its higher-end brands including Bloomingdale’s and Bluemercury. Macy’s published an FAQ in an attempt to answer questions about the closures.

“We regularly evaluate our stores to make sure we’re bringing you the best shopping experience possible,” the company wrote on its consumer FAQ page. “In some cases, that means closing a certain location so we can focus our efforts on improving others.”

According to the company’s store finder, Macy’s Willow Grove location will remain open. In February 2024, the company said it was planning to shutdown 150 stores in a realignment effort over the next three years.

By 2026, Macy’s says it will shut down roughly 30% of all locations. As part of the strategy, the 166-year-old chain aims to upgrade its remaining 350 stores, with plans to add more salespeople to fitting areas and shoe departments, while adding more visual displays like mannequins.

The strategy comes after Macy’s surveyed 60,000 customers about what they liked and disliked about the shopping experience. What they found was that customers wanted less cluttered stores and more service, the Associated Press reported.

Pennsylvania locations getting the axe exist in Exton, Philadelphia, Altoona, and Wilkes Barre.

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