Like many traditional retailers, Macy’s has had to change its business model to accommodate the Internet (then called Federated Departed Stores Inc.) jumped into e-commerce in 1995 with the creation of the Macys.com wed site. In 1999, Federated bought Fingerhut, at that time a leading catalog and direct marketer, in part for its expertise in e-commerce fulfillment and database management. Although the Fingerhut acquisition did not prove to be a financial success, Macy’s e-commerce efforts benefitted from the acquisition.