The parent company of the Macy's and Bloomingdale's chains, reported a jump of 3 percent in total sales for the period, to $6.12 billion. The company's online sales jumped 36 percent, while Same-store sales rose by 3 percent. Macy's has fared better than rivals such as J.C. Penney Company, Inc. (NYSE:JCP), owing mainly to a localization initiative implemented three years ago. Macy's have also gained from introducing exclusive brands such as the Material Girl line designed by singer Madonna and her daughter Lourdes.