Is M a Buy or a Sell? The Bull and Bear Case (2026)

That depends on which case you find more convincing, and both are on this page. The bull case rests on Reimagined stores and the turnaround plan, with business model at Department-store retail across Macy's, Bloomingdale's, and Bluemercury banners, plus a large owned-real-estate portfolio. The bear case rests on the central risk is structural: department stores have lost share for years to online sellers, off-price chains, and direct-to-consumer brands, and a turnaround does not reverse that secular pressure. Analysts covering it are spread from $9.00 to $30.00, which is itself a signal that this is genuinely contested. If you believe the thesis, the real questions become sizing and overlap rather than timing. Walnut is not an investment adviser and this is not a recommendation.

Nobody can answer that for you, and the honest version of the question is narrower: has anything changed in the reason you bought it? The bear case on this page is the place to check. The central risk is structural: department stores have lost share for years to online sellers, off-price chains, and direct-to-consumer brands, and a turnaround does not reverse that secular pressure. If that risk is what you were worried about and it is now playing out, that is a real signal. If the price simply fell while the thesis held, that is a different situation entirely. The most pessimistic published target is $9.00, -62.8% from the $24.20 price, which is one analyst's downside case rather than a floor. Walnut is not an investment adviser.

Reimagined stores and the turnaround plan. The heart of the bull case is the "A Bold New Chapter" strategy: close weak stores, concentrate investment in a core group, and upgrade around 200 "reimagined" Macy's locations that have been outperforming the rest of the fleet. The most optimistic analyst target on M is $30.00, +24.0% from the $24.20 price. That figure is only reachable if this thesis works close to its best case.

The central risk is structural: department stores have lost share for years to online sellers, off-price chains, and direct-to-consumer brands, and a turnaround does not reverse that secular pressure. Macy's remains exposed to discretionary consumer spending, so a weaker economy or a cautious shopper can quickly pressure comparable sales and margins. Store closures shrink the footprint even as they improve quality, meaning total sales can decline while the reimagined base grows, which complicates the growth narrative. The plan spans multiple years and depends heavily on management execution, and any stumble in the reimagined-store rollout would undercut the thesis. Tariffs and higher input costs add margin uncertainty, and the real-estate value, while real, is not easily or quickly converted into cash for shareholders. The most pessimistic published target is $9.00, -62.8% from the current price, which is roughly what the stock is worth if these risks bite rather than the drivers.

Macy's, Inc.

Decide that in advance, because it is far harder to think clearly once a position is moving against you. The concrete tripwires here: the driver behind the bull case (Reimagined stores and the turnaround plan) stalling in the reported numbers rather than in the narrative, the risk above (the central risk is structural: department stores have lost share for years to online sellers, off-price chains, and direct-to-consumer brands, and a turnaround does not reverse that secular pressure) turning from a possibility into a reported fact, or the position growing large enough that a bad outcome would matter to your whole portfolio regardless of who is right.

That depends on your goals, time horizon, and risk tolerance, and this is not investment advice. The bull case is a turnaround showing early traction, with the strongest first-quarter comparable sales in four years, a raised outlook, real-estate value, and a dividend at a low valuation. The bear case is that department stores face long-term structural decline, store closures shrink total sales, and the plan depends heavily on execution. Weigh both against your portfolio.

Macy's is a US retailer that runs three store banners: the mid-tier Macy's, the higher-end Bloomingdale's, and the beauty specialist Bluemercury. It sells apparel, cosmetics, accessories, and home goods through physical stores and e-commerce. It also owns a large portfolio of real estate, which has long featured in debates about the company's underlying value.

Called "A Bold New Chapter," the multi-year plan closes underperforming stores at weaker malls and reinvests in a core group of roughly 350 locations, including about 200 "reimagined" stores upgraded with better staffing, presentation, and product. Those reimagined stores have generally outperformed, and early results have shown improving comparable sales.