Fort Worth retail development WestBend is getting a Macy’s, but it’s not the indoor shopping mall experience you may expect.

The national retail chain will open the second iteration of its Market by Macy’s concept at 1751 River Run, Ste. 101, on Friday — what Macy’s is calling an “off-mall” location in a smaller, 20,000-square-foot space, designed with an open format and curated selection of clothing, home décor, beauty products, and gifts. 

The brands in stock are similar to what you’d find at full-line Macy’s stores — big names like Polo Ralph Lauren, Levi’s, and Tommy Hilfiger, alongside Macy’s-owned brands like INC International Concepts, Alfani, and Hotel Collection. The shop will also have an area called the “Trend Pavilion,” highlighting the latest in fashion. 

The WestBend store is just the second Market by Macy’s location in the U.S. The first opened at Southlake Town Square in February 2020 as part of the company’s new Polaris strategy, which involved the closing of about 125 stores by 2023, as well as the testing of smaller-format stores in off-mall environments. 

“To meet the needs of changing consumer behaviors, Macy’s continues to respond to better serve our customers,” John Harper, chief operations officer of Macy’s, Inc., said in a statement. “We’re excited about the value and enhanced shopping experience Market by Macy’s will bring to new and existing customers within the Dallas-Fort Worth community, building upon an ecosystem that gives our customers access to the fullness of the Macy’s brand, from on-mall to off-mall and full-line to off-price.”