Last week Macy’s launched a wedding registry partnership with wedding website Zola. Engaged couples can now register for over 2,000 of Macy’s private brand and exclusive gifts across bedding, bath, tabletop, and home, directly on Zola.

With this collaboration, Zola is now the only other place where couples can add a curated assortment of Macy’s popular private brands and exclusive products to their registry. The technology developed as part of this partnership allows Macy’s to fulfill the orders placed directly on Zola.

The list of private brands and exclusive products launching on Zola includes Hotel Collection, The Cellar, Charter Club, Martha Stewart Collection, Silken Slumber, Noritake, and Lucky Brand Home, all created for Macy’s.

Parinda Muley, Macy’s senior director of business development

“Macy’s creates memorable experiences for our customers, helping them celebrate life’s moments, big and small,” said Parinda Muley, Macy’s senior director of business development. “By partnering with Zola, we’re adding another way to bring Macy’s best private and exclusive products to every couple wishing to say I do.”

“Engaged couples have flocked to Zola for our ability to innovate and simplify what was traditionally a complex wedding planning experience. Partnering with Macy’s is another way we are making it easy for couples to register for everything they need for their newlywed home,” said Shan-Lyn Ma, CEO and Co-Founder of Zola. “We’re thrilled to be making this announcement during peak engagement season. This is one more reason why couples will choose to plan their wedding with Zola.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.