Department store chain Macy’s says it plans to open 30 new small-format locations across the US starting next year, accelerating its rollout plan.

Macy’s’ small-format stores offer what the company describes as a “convenient and distinct shopping experience” in an environment roughly one-fifth of the size of its full-line stores.

The expansion is in addition to the nearly 15 small-format Macy’s and Bloomie’s stores that the company currently operates.

The firm said these stores play a pivotal role in its omnichannel strategy to expand in existing markets and enter new markets. They are located in off-mall shopping centers to bring the brand closer to existing and desired customers while encouraging more frequent visits.

“Over the past three years, we’ve gained valuable insight and have been methodical in our approach to our small-format stores,” said Marc Mastronardi, chief stores officer for Macy’s.

“We have taken the time to test and iterate a distinct shopping experience that focuses on convenience, curated merchandise, local events and services that have allowed us to cultivate a highly engaged customer base.”