M Is for -- What Else? -- Macy's

Things are about to get a lot easier for Macy's shoppers.

No, the department stores themselves aren't going to incorporate tracked vehicles to whisk you around the store. By Macy's shoppers I am talking specifically about investors. Federated Department Stores (NYSE: FD  ) , which was already in the process of changing its name to Macy's, will begin trading under the ticker symbol M come June.

The name change and abridged ticker are long overdue. The company had spent the past few years acquiring regional favorites like Burdines, Rich's, Goldsmith's, Bon, and Lazarus. It decided to rebrand them all as Macy's two years ago. Yes, Federated has kept the Bloomingdale's signage intact, but Macy's was already accounting for 90% of the department store giant's revenues.

It's the right call. The Federated moniker felt hollow. No one ever gets up on turkey day to watch the Federated Department Stores Thanksgiving Day Parade, right? Miracle on 34th Street wouldn't feel right if it was about any other chain. 

Some Peter Lynches-in-training with a knack for buying retailer stocks may have even assumed that Macy's wasn't publicly traded. Hey! It happens. When you see Kohl's (NYSE: KSS  ) , J.C. Penney (NYSE: JCP  ) , Saks (NYSE: SKS  ) , Dillard's (NYSE: DDS  ) , and Nordstrom (NYSE: JWN  ) trading all eponymous-like, it makes you wonder what took Macy's so long.

It's time for Macy's to shine under its marquee brand. At the very least, let's see if it can float a little straighter than some of its troublesome parade balloons.

For more on what's been going in the retail world, check out:

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Longtime Fool contributor Rick Munarriz still misses the Burdines brand in South Florida, but he likes how Macy's brought a Cosi closer to his home. He does not own shares in any of the companies mentioned in this story. He is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool has a disclosure policy.


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