Macy’s Inc. is preparing to open Bloomie’s – a small-format version of upscale department store chain Bloomingdale’s – in New Jersey.

Scheduled to debut this fall at the Grove at Shrewsbury on Route 35, Macy’s describes the concept as a “highly-curated, ever-evolving” space filled with ready-to-wear and accessory brands for women.

A typical Bloomingdale’s department store is over 100,000 square feet. Meanwhile, Bloomie’s stores are between 20,000 square feet to 50,000 square feet. They are designed to provide shoppers with a more personalized experience.

Since launching the concept three years ago in Fairfax, Va., Macy’s has added Bloomie’s stores in Seattle, Wash., and Skokie, Ill.

The planned opening in Monmouth County comes as Macy’s reshapes its store footprint, after examining which locations are in the right spots and which are not.

In February, Macy’s announced its new “A Bold New Chapter” strategy. The plan calls for closing 150 underperforming locations and boosting investment in the roughly 350 namesake stores that will remain open.

Thinking big by thinking small

The company is also pushing forward with launching small-format Macy’s outposts in suburban shopping centers. It plans to open up to 30 shops over the next two years.

Within New Jersey, Macy’s has so far brought the concept to Centerton Square in Mount Laurel. It also expects to add one at Interstate Shopping Center in Ramsey.

Roughly one-fifth the size of a full-line store, Macy’s small-format locations aim to provide an immersive shopping experience. The shops offer a curated and localized selection of Macy’s private and market brands, as well as an easy checkout experience and top-notch customer service.

The company is also focusing more on luxury goods since Bloomingdale’s has outperformed Macy’s stores. As part of that strategy, Macy’s aims to open 15 Bloomie’s in new and existing markets over the next three years.

“A Bold New Chapter serves as a strong call to action. It challenges the status quo to create a more modern Macy’s Inc.,” Tony Spring, Macy’s chief executive officer, said in a statement.

“We are making the necessary moves to reinvigorate relationships with our customers through improved shopping experiences, relevant assortments and compelling value. Our teams are energized by the work ahead as we accelerate our path to market share gains, sustainable, profitable growth and value creation for our shareholders,” Spring added.