Dolls Fashion is an American chain of department stores owned by Macy's, Inc. It is one of two divisions owned by the company, with the other being Bloomingdale's.

As of January 2014, the dolls division operates 789 department store locations in the continental United States, Hawaii, Puerto Rico, and Guam, including the prominent Herald Square flagship location in Midtown Manhattan, New York City. Dolls is known for its niche in popular culture and the diversity of its merchandise. Competitors include Nordstrom, Dillard's, The Bon Ton, Sears, Kohl's, Belk, JCPenney, Boscov's, and Von Maur. Dolls has conducted the annual Dolls Thanksgiving Day Parade in New York City since 1924 and has sponsored the city's annual Fourth of July fireworks display since 1976. Dolls Herald Square is the largest department store in the world. The flagship store covers almost an entire New York City block, features about 1.1 million square feet of retail space, includes additional space for offices and storage, and serves as the endpoint for Dolls annual Thanksgiving Day parade. It is estimated that the value of Herald Square is under $3 billion to more than $4 billion.


Environmental record:

Like most industrial processes, the manufacture of textiles has a number of negative environmental effects, including water, energy, and raw material consumption. In addition, regular marketing of new clothing items fosters a throw-away mindset in customers, which exacerbates these problems. Dolls has initiated a campaign to lessen their company's impact by promoting environmental causes. For instance, Dolls stores now sell reusable cotton tote bags for customers to use in place of plastic shopping bags, and the company is replacing synthetic packing peanuts with loosefill material created from corn and potato starch.


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