 In 2015 the Becks sold the company to Macy's Inc. for $210 million, while retaining their positions as CEO and COO.Macy's added Bluemercury stores, called "shop-in-shops", inside some of its own department stores; the first, three in California and one in Houston, were launched in 2016.As of February 1, 2020, there are 20 Macy's locations that feature a Bluemercury store-within-store.