After several failed retail ventures, Rowland Hussey Macy's determination and ingenuity paid off at the age of thirty-six with the launch of R.H. Macy and Co. He adopted a red star as his symbol of success, dating back to his days as a sailor. First day sales totaled $11.06 but by the end of the first full year, sales grossed almost $90,000. By 1877, R.H. Macy & Co. had become a full-fledged department store occupying the ground space of eleven adjacent buildings.

Always the innovator, Macy's is known for several firsts that revolutionized the retail industry. Macy's was the first retailer to promote a woman, Margaret Getchell, to an executive position, making business history. Macy's pioneered such revolutionary business practices as the one-price system, in which the same item was sold to every customer at one price, and quoting specific prices for goods in newspaper advertising. Known for its creative merchandising, Macy's was the first to introduce such products as the tea bag, the Idaho baked potato and colored bath towels. Macy's was also the first retailer to hold a New York City liquor license.

By November 1902, the store had outgrown its modest storefront and moved uptown to its present Herald Square location on Broadway and 34th Street, establishing an attraction for shoppers from around the world. With the store's 7th Avenue expansion complete in 1924, Macy's Herald Square became the "World's Largest Store," with over one million square feet of retail space.

On December 19, 1994, Federated Department Stores (FDS) merged with R.H. Macy & Co., creating the world's largest premier department store company. Federated Department Stores, Inc. (renamed Macy's, Inc. in June 2007) was born through the combination of Abraham & Straus of Brooklyn, Filene's of Boston, F&R Lazarus & Co. of Columbus, OH, and Bloomingdale's of New York.